While Hilton said the change will probably slow
down the influencer world a little bit, he pointed
out that a lot of young influencers now are
using live videos, not static photos, to build their
following. Here, likes are still visible.
Guy Avigdor, co-founder and chief operating
officer of influencer marketing company Klear,
said many marketers are also moving toward
Story, Instagram’s disappearing video and
photo feature.
“If anything, now is a time for the industry to
adapt more adequate metrics for measuring
influencer impact and reduce reliance on likes,”
Avigdor said.