To like or not to like

Last week Instagram announced they were taking away the number of likes shown on an Insta post.

Much chatter was generated but to be honest I can't say as it made any difference to me.

But it may make a difference to a very clever (or should that be silly) Instagram idea from Droga5 and Kahlua - Zero Likes.

It's an exhibition of sorts of Insta posts that generated absolutely zero likes.

The idea came from insights in a piece of Wakefield research on millennials.

More than a third would delete a post in under a minute if it hadn't received any likes.

While 90% said that living in the moment was important to them, more than 50% of them missed important moments because they were too focussed on trying to capture them on social media.

And after reading those insights I can see quite clearly why Instagram decided to take away the Likes.