Yes, Instagram Should Get Rid of Likes

Rumor has it, Instagram is contemplating getting rid of likes. That noise you’re hearing right now is me screaming at the top of my lungs, “Hell fucking yeah.” 

Screen Shot 2019-04-21 at 11.15.46 PM.png

I love Instagram. In fact, it’s my favorite social media platform but as a social media strategist — I am constantly frustrated with the incessant obsession over what value an Instagram like actually brings to a client (or even a personal account). 

Solopreneurs, small business owners, and Fortune 500 marketing teams are always asking me the same questions: 

  • “Charlsie, how come we only got 2,000 on that last post? Shouldn’t we be getting more since we have 12,000 followers?” 

  • “How come the post on Thursday only had 40 likes? 

  • “Should we buy followers to get more likes on our posts?” 

Likes, likes, likes — it’s all client’s ever think about and while it’s a metric that has been put on a pedestal, it’s time for it to go away. 


Instagram shouldn’t just be about the number of likes a post has on it (or even the follower count). Unless you’re Taylor Swift (Taylor, if you’re reading this - call me) and you’re rocking an average of 1.6 million likes per picture — likes shouldn’t be at the top of the social strategy food chain for any brand trying to make social waves. 

Quality content should be the driving force behind any and every Instagram post, including what is shared in Instagram stories (if you’re a brand and you aren’t using Instagram stories to talk to your audience — we need to talk). Having a kickass social content strategy for Instagram and producing one-of-a-kind, unique content that aligns with your brand will naturally help produce the likes that brands so badly desire.

Screen Shot 2019-04-21 at 11.04.01 PM.png

Working with social strategists to produce meaningful content strategies and brand specific content is the key to not only upscaling your social presence but authentically connecting with those that already resonate and hold a relationship with your brand (or could potentially form a relationship with your brand). 

Yes, if this potential hiding of likes passes on Instagram, influencers and celebrities are going to be pissed but in the digital age — we have to adapt to what’s best for each platform as it grows and expands and it sounds like Instagram has the same stance as social strategists everywhere: “We want your followers to focus on what you share, not how many likes your posts get.” 

As my client’s know - it’s all about strong content. So for those worried about Instagram potentially taking likes away, I raise you this question — are you afraid your content isn’t enough to speak for itself? If so, your priorities are all wrong and it’s time to reevaluate. 

Look at this potential Instagram change as a challenge worth accepting and showing your brand profile (or even your personal one) who’s boss.

Why You Should Become A Hashtag Minimalist

Screen Shot 2018-12-30 at 1.01.15 PM.png

I’m not a psychic, but I do like to make predictions especially of the social media kind. With 2019 right around the corner (literally, I can see it if I stick my neck out enough), one major trend that is abundantly clear is that in the New Year the way we use hashtags is going to change.

2019 is going to become the year of hashtag minimalism.

Everyone (and I mean everyone) is always talking about hashtags: Are hashtags important in a social media strategy? Are hashtags necessary? Are hashtags effective on Facebook? Are hashtags key to getting views on an Instagram page? While all these questions are relevant and important, it’s time we take a step back and ask the one question that matters most: “What hashtags actually make sense?”

Yes, Instagram allows up to 30 hashtags per post but that doesn’t mean every photo needs 30 hashtags. While lifestyle bloggers and influencers love to hashtag the hell out of everything (#awesome #yas #cool #supercalifragilisticexpialidocious), the majority of brands utilizing Instagram have taken a step back from the hashtag game — sticking to simple or branded hashtags exclusively. Here, take a look at Madewell:


Madewell could easily go on a hashtag frenzy of #shoes, #ihavethisthingwithfloors, #shoeporn, #mules, #winterwhite, #fashion, #madewellshoes, #shoesshoesshoes, etc. but they stuck with a very simple (and clever) #wellheeled. Classic, just like the shoes themselves.

It’s clear that Madewell, like the overall brand itself, wants its social media strategy clean, simple, and sharply unique. Check out this example:

FullSizeRender-3 2.jpeg

Again, Madewell could have gone crazy with #sweaterweather and #turtleneck hashtags but they kept it simple with their branded hashtag #everydaymadewell.

While we’ve seen brands on Instagram take the “more the merrier” hashtag approach for a few years, it’s refreshing to see the “less is more” adage swinging back into action. Whether you’re a small business, a B2B company, or a large brand scaling upwards — adding the “less is more” hashtag philosophy into your social strategy is not only a way to show you understand social media trends but it’s a way to truly connect with your audience.

Let’s be real...trying to find 30 hashtags to describe one Instagram photo can seem a bit extra. Consumers want extra in the form of memes, gifs, and reality shows — not 30 words, give or take, on a photo they are likely to scroll past at a very fast pace.

Throughout 2018, Target has become an exceptional social media hashtag minimalist and an incredible user of crowdsourced content. Check out these recent holiday posts:


Forgoing wild hashtags and extra phrases, Target is keeping it simple with hashtags such as #ChristmasEve and #HolidayDecor. Instead of relying on hashtags to amplify its products, Target has flipped the switch on hashtag usage and replaced it with real photos taken by real Target consumers (many with very large audiences).

Yes, Target may have 3.4 million Instagram followers but when they are regramming photos from consumers — it sends the message that not only is Target invested in its consumers but it values the content they are producing.

While you may be thinking, “But Target and Madewell are huge brands and I’m a local business, does this actually apply to me?” Consider this advice and take it to heart — no one is going to ever finger point to your success (or lack of social media success) from hashtags alone. Hashtags are not the end all, be all social media magic trick — they are a piece of a social media strategy that should constantly be looked at and considered as ever changing as social media itself.