Facebook and Instagram are rolling out a feature that will allow users to choose whether or not to hide "likes" on their post.

👀 An update on like counts. Starting today, you can manage your experience in a way that works for you.

You can choose to hide like counts on others’ posts and on your own posts so people can’t see how many likes you get.

Rolling out on Instagram and Facebook. pic.twitter.com/Vp8ljtvgMw

— Adam Mosseri 😷 (@mosseri) May 26, 2021

The idea is being implemented to lessen the pressure of "doing numbers" on social media, potentially opening oneself up to a less intense social media experience. Recent articles have documented how teens on social media are deleting posts they find haven't performed as well as others, finding them embarrassing and giving off the impression that they're unpopular.

The pressure of algorithms and clout-chasing has left an opening for other apps to create the like-free experience that will allow users to post more authentically on apps without worrying that they're not impressing their peers enough. Apps like Minutiae, Vero, Dayflash, Oggl, Dispo and Poparazzi have grown into small competitors of Instagram and Facebook due to being purer photo-sharing apps.

According to Instagram head Adam Montessori, removing likes completely from the platform wasn't an option, as many use Instagram likes to demonstrate their social media clout to brands and become influencers. However, when Instagram tested the feature, those who weren't interested in the influencer side of Instagram found the change a welcome reprieve from the normal experience.

TechCrunch reported that the like-free experience may be crucial in introducing a version of the app for those 13-and-under. Instagram told the tech blog that they will "definitely explore" a default no-likes setting when it comes to introducing the child-friendly version of the app.

Instagram and Facebook users will see the option to hide their likes in the coming weeks.