---
title: "Instagram Removing Likes Could Give Content Marketers an Advantage"
url: https://burnaze.com/article/acc4d71b-b487-4022-8f62-2d78dd755f42
source: "1851 Franchise"
original_url: https://1851franchise.com/instagram-removing-likes-could-give-content-marketers-an-advantage-2711629
category: "General"
published: 2019-11-15T16:11:38.000Z
modified: 2026-11-01T02:31:20.842Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/5347eb3bb06823a5f3d32a213f968e987335.jpg
---

# Instagram Removing Likes Could Give Content Marketers an Advantage

**TL;DR:** Instagram removing likes could give content marketers an advantage, shifting focus from superficial measurements to direct sales and campaign success. Instagram's new Checkout feature allows brands to link an influencer's post to a consumer's shopping cart, leading to more accurate metrics and direct sales.

*originally published in 1851 Franchise on 2019-11-15. [Read the original](https://1851franchise.com/instagram-removing-likes-could-give-content-marketers-an-advantage-2711629).*

## Story

**In March, Instagram rolled out a new** **Checkout** **feature, wherein brands can more directly link an influencer’s post to a consumer’s shopping cart.** **According to eMarketer.com****, this has been a highly successful tool for brands to both record more accurate metrics and garner direct sales. EMarketer argues that the social media marketing industry overall is shifting toward direct sales and away from more superficial measurements such as impressions, but likes could already be a thing of the past.**

**Daniel Schotland, COO of influencer marketing platform, Linqia, said to eMarketer.com, “Brands will start to look beyond likes and engagement numbers to measure if a campaign is successful or not, including tying directly to sales. Brands have already started to implement tools to minimize the steps between post and purchase, including adding universal checkout and add-to-cart options.”**

**For franchise brands—which often market on a hyper-local scale—this shift away from likes could be an excellent way to prompt consumer interest and engagement without worrying about having the same national reach and vanity metrics as competitors. After all,** **micro-influencers,** **who have significantly smaller followings than the Kendall Jenners of the world, are the new influencers. Focusing on more accurate metrics and minimizing the steps between posts and purchases could be a new frontier of franchise social media marketing.**

## Entities

- 1851 Franchise (publication)
- General (sector)
- Instagram (company)
- social media marketing (topic)
- influencer marketing (topic)
- direct sales (topic)
- metric shift (topic)

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Originally reported by 1851 Franchise (https://1851franchise.com/instagram-removing-likes-could-give-content-marketers-an-advantage-2711629). Summarized by Burnaze (https://burnaze.com/article/acc4d71b-b487-4022-8f62-2d78dd755f42).