Instagram is currently testing a fresh format for displaying post metrics, which would feature both share and comment counts, alongside Likes (if activated), directly within the in-stream view of each post.

This update underscores Instagram’s growing emphasis on share counts, reflecting the evolving patterns of user engagement that have transitioned toward more private interactions as opposed to public posting.

Adam Mosseri, Instagram’s chief, articulated this trend in July of the previous year:

The platform’s focus on shares seems logical within this context, as it draws attention to this particular action in the user experience. By foregrounding this statistic, Instagram could encourage users to adopt a peer pressure/FOMO (fear of missing out) mindset, reasoning that if others are sharing content with their friends, it might prompt others to do the same.

Moreover, reply counts might entice users to explore the discussions taking place and subsequently engage more with the content.

While these new indicators may not substantially alter user behavior, it’s worth noting that Instagram has made significant changes to its metrics in the past. Back in 2021, the platform conducted various experiments that led to the removal of Like counts. This decision stemmed from the realization that Like counts could foster negative comparisons, particularly among teenage users, with potentially detrimental effects.

Adam Mosseri addressed this concern at the time:

“Our idea is to try to depressurize Instagram, make it less of a competition, give people more space to focus on connecting with people that they love, things that inspire them.”

While introducing more comparative metrics might appear incongruent with this philosophy, Instagram could believe that recent shifts in user behavior warrant the inclusion of more engagement data, without triggering the same negative implications. Alternatively, it might simply boost engagement, even if it introduces an element of competition.

Instagram appears to be testing this concept and monitoring its impact, as several users have reported encountering the new format within their app versions.