In April, screenshots of an Instagram post without the number of likes available to the public went viral – a tell tale of how popular a post is. This new private likes update, began as a rumor based on those screenshots, but has since been confirmed by Instagram and rolled out as a test in Canada. This new roll-outprohibits followers from seeing the number of likes on photos and the view count on videos on their Instagram feeds. Users however, are still able to access these metrics for their respective page. This update is part of Instagram’s new strategy to focus more on the content itself.