Our blog

Wild Abandon with Perfect Precision

While agency life will often demand a fast-paced working style, sometimes it's important to set aside a few more minutes to prevent typos and ensure a stronger finished product.

Morgan Hughley

When Likes Disappear

While eliminating the Like feature on social media may be a step in the right direction for everyday individual use, companies will now need to reevaluate their social media marketing plans.

Morgan Hughley

Boston Conferences Every Marketer Needs to Attend

When immersed in client work and glued to a desk for long periods of time, it’s possible to become stuck in a pattern of delivering projects that may meet client expectations, but lack the true innovation needed to push the work to the next level. Sometimes it’s not only beneficial to step away from the office for a moment but absolutely necessary in order to refresh the mind and deliver better ideas. Conferences and tradeshows are great opportunities to leave your desk for a few days while still remaining engaged with the marketing world.

Morgan Hughley

The Multitasking Myth (Part One)

I can’t multitask. Well… neither can you.

Dan Zarzycki

Access Your Data Archive

It’s no surprise that the real conglomerate of our personal data is Google. But did you know you can download the data archive? Learn how to access your data.

Morgan Hughley

Influence the Right Way

Companies are relying more and more on influencers to spearhead conversations with their audiences in order to spark interest in their brands. However, in order for an influencer marketing campaign to be successful, it has to be planned out correctly.

Morgan Hughley

How to Go Off the Grid for Two Weeks. For Real.

In modern agency life, it seems impossible to take a vacation without taking work with you, but it can be done. Here’s how I did it.

Meghan Gardner

Flexbox

As a back-end developer, it can be hard to style a web page. CSS is not very intuitive and around every corner there’s a “gotcha.” Flexbox is a fairly new CSS technology that once mastered, can be much easier to use.

Dan Sudenfield

How to (Successfully) Lead Your First Tech Meetup

There are a number of reasons you might want to start a technology meetup. In order to narrow the focus a bit, we’re going to approach this from the standpoint that you work for (or run) a company that is interested in the idea of hosting a meetup.

Brendan Butts

How Do You Fix a $75,000 Mistake?

As a new marketing manager for a practice group within a consulting firm, I had a lot to learn. And a few of those things, I had to learn the hard way, like making an error that cost the company many tens of thousands of dollars.

Meghan Gardner

When Likes Disappear

YouTube has begun to roll out an abbreviated public subscriber count this month, no longer allowing viewers to see the exact number of followers a content creator has. While individuals will still be able to see their own subscriber counts, YouTube is eliminating the possibility for others to view the exact number. This change is happening to reduce the prevalence of subscriber count “watch parties,” where viewers monitor the pages of content creators caught in scandals to watch their subscribers fall in real-time. YouTube believes that getting rid of exact follower counts will “[address] creator concerns about ​stress and ​wellbeing.”

Yet, while YouTube will still display some semblance of follower counts for others to see, Instagram has gone a full step further, by testing the elimination of viewable likes altogether. These tests are currently taking place among Instagram users in Canada, Ireland, Italy, Japan, Brazil, Australia, and New Zealand. Though individuals will be able to see their own likes, they will not be able to see how many likes other people are getting, nor will their like count be viewable by others. The possible elimination of viewable likes is happening because Instagram “want[s] your friends to focus on the photos and videos you share, not how many likes they get.”

And if this works, which is very possible, we may end up seeing more social platforms following suit. In fact, Facebook recently told TechCrunch that it is also thinking about taking away the Like feature. Removing likes has become a considerable option for all of these platforms because the removal may lead to a more positive user experience, especially when it comes to the mental health of social media users.

Multiple studies have been published that link social media to depression and anxiety. One of the underlying problems with social media is it establishes an easy, and yet unrealistic, way for people to compare themselves to others. Social media can have a tendency to make people feel like they aren’t good enough, especially if they don’t receive the same amount of likes as their peers. In this sense, removing likes seems like the right choice for social platforms as it will likely lead to a healthier self-image for many users.

However, while this change may be a step in the right direction for everyday individual use, when it comes to promoting a brand across social media, removing the Like feature means that companies may need to reevaluate their social marketing plans. Businesses will no longer be able to depend on likes to showcase the worth of their posts. Currently, consumers can use social media likes as a way to verify the authenticity of a product or service, but if there are no longer likes to showcase, they will have to depend on other outlets to verify the quality of service, such as the quantity and sentiment of comments. Additionally, while companies will still be able to monitor their own likes, there’s the possibility that many followers will stop “liking” posts altogether because they no longer see a point for it. Rather than posting to garner the most amount of likes, companies will now have to create more powerful content that sparks conversations. Comments may very well become social media’s new form of likes.

Taking away a visible Like feature also removes the chance for comparison. Companies will no longer be able to compare their social likes to those of their competitors, giving no basis for what a “good” post might look like. Maybe even more importantly, companies will also no longer be able to compare or monitor the amount of likes that different influencers are receiving on their posts. If businesses can no longer tell if their influencer marketing is effective, there may be a move toward more paid advertisements.

It’s important to understand that likes are not the only way to measure success online, and in fact likes may have never been the best way to keep track of performance. Though likes are easy to see and look good upon first glance, they don’t mean much when it comes to their value. Social engagement is a means to an end, and removing likes will force companies to invest in more robust measurement programs, ensuring their campaigns are formulated to meet more important goals, like gaining customers, increasing sales or scoring new business leads.

Although there will be hurdles if likes are removed altogether across social media, it is not necessarily a bad thing. Yes, businesses will have to change their social media tactics, but this will likely result in companies producing stronger content across the board. There will be a transitional period, but when combined with the potential positive effects that removing this feature will have on mental health, no more likes on social media may just be a change for the better.

navigate_before navigate_next
Home Approach Focus Case Studies People Careers Blog Contact