Instagram users here will no longer be able to see the total number of likes that a photo or video on the platform has received, as part of a test the social media company is running.
From today, people will be able to see how many likes their posts have received by tapping on the liker list.
However, others will not be able to see the quantity of likes that a particular post has notched up when they look in Feed, Permalink pages and Profile.
The company says it is carrying out the test as it wants followers to focus on photos and videos shares, not the number of likes they have received.
The Facebook-owned platform says it wants to take the competitive feeling out of posting so people can concentrate on story-telling.
"We want Instagram to be a place where people feel comfortable expressing themselves," said Tara Hopkins, Head of Public Policy, EMEA at Instagram.
"This includes helping people to focus on the photos and videos they share, not how many likes they get," she added.
Canadian users of Instagram had already tested something similar in May, but the firm says it wants to learn more about the effects it has.
"We are now rolling the test out to more countries so we learn more from our global community and see how this can benefit people's experiences on Instagram," Ms Hopkins said.