Facebook will begin hiding likes on Friday, making the number of reactions, views and likes visible only to a post’s author. The test will begin in Australia, the social media giant confirmed Thursday, and includes ads.

“We are running a restricted test where like, reaction and video view counts are made personal across Facebook,” a Facebook spokesperson told CNET in an emailed statement Thursday.
Facebook added that it would “gather feedback to understand whether this change will improve people’s experiences.”

The social network indicated earlier in September that it might experiment with hiding likes, after testing the approach on Facebook-owned Instagram this year. In August, Facebook said the Instagram test was meant to “remove the pressure of how many likes a post will receive” on Instagram and that Facebook was “excited by the early test results.”

 

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