Instagram released a feature that allows users to hide the view counts on their social media content like reels and posts, meaning no one else can see how many times your video has been watched. For some, this might seem like a small update. But for marketers and businesses, this change opens the door to a bigger conversation when creating and posting content: Does hiding your view counts help or hurt your brand?
At True Fit Marketing, we’re all about helping businesses make smart, authentic, and strategic decisions online. So let’s break it down as to why a business might choose to hide their view counts, and what are the potential upsides and downsides?
Why Would a Business Want to Hide Reels View Counts?
1. To Control Brand Perception
Sometimes, great content that had a lot of time spent making it doesn’t get the traction it deserves thanks to unpredictable algorithms or timing. Hiding view counts can keep your audience focused on your message, rather than distracted by a number that doesn’t tell the whole story.
2. To Minimize Pressure and Comparison
Smaller businesses or newer accounts often feel discouraged when their views don’t measure up to bigger brands. You have to start somewhere, but in the social media world, sometimes that somewhere needs to grow faster than it is actually growing. Removing that visible comparison can create a more level playing field and encourage growth without the intimidation factor.
3. To Test and Experiment Freely
When view counts are hidden, there’s less fear around trying new content styles, messaging, or formats. You’re more likely to take creative risks without worrying that low views will reflect poorly on your brand because no one except for your business will see the number! You never know what will happen when you just let the creative juices flow freely!
The Pros of Hiding View Counts
- Shifts focus to quality content and engagement, rather than just numbers.
- Reduces social proof pressure, especially for smaller or growing brands.
- Encourages experimentation in tone, visuals, target audience, and storytelling.
- Minimizes judgment from audiences based on perceived performance.
The Cons of Hiding View Counts
- Reduces transparency – some audiences like to see the “social proof” that others are watching or engaging. If the social proof is eliminated, they can make their own decisions of whether to like or not.
- Can limit credibility if you’re using views to showcase popularity or ROI to potential clients or partners. This is also a great way to have the conversation that views don’t always tell the whole story.
- May seem like you’re hiding poor performance, even if that’s not the case. Open and transparent conversations should still be happening between marketing agencies and clients to make sure agreed upon goals are still being met.
The Bottom Line
Like many things in marketing, there’s no one-size-fits-all answer. If your reels are still gaining traction or you’re experimenting with new content, hiding views might give you the breathing room to grow without the pressure. On the other hand, if your reels consistently perform well, those numbers could work in your favor by building credibility and trust.
Our advice? Test it. Try hiding view counts on a few posts and compare how your audience responds, not just in views, but in comments, shares, saves, and overall engagement. Remember that likes is only one piece of the puzzle. Continuing to have genuine interactions and engagement with your followers will help immensely, no matter how many likes your post has!
Want help deciding what’s best for your business? We’re here to help you develop a strategy that fits your brand, audience, and goals. Let’s talk Reels, content strategy, and how to make every post count, even if the count is hidden.