Really interesting article on eMarketer today. Haven’t quite made my mind up yet, would be interested in what others think – email me at

If you haven’t already heard, Instagram has begun hiding ‘likes’ for select users worldwide, expanding a test that could determine whether or not they will be permanently hidden from public view. Instagram’s CEO Adam Mosseri said the experiment will help improve the mental health of users, while some influencers and celebrities have argued that it may reduce engagement and make it harder to attract brands. But some marketers see this test as an opportunity to move away from such vanity metrics, particularly as audience measurement becomes more sophisticated.

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