Instagram wants you to focus on images you love and content you create, rather than the total number of likes. The company has been running a test in Canada since May, hiding total likes on images, and today that experiment is spreading to Australia.

The company says it’s trying to make the service feel less like a competition, and is hoping you’ll stop trying to compete with your friends because how could she get that many likes for a picture of fruit, really??? — ahem.

You’ll no longer be able to see the total number of likes on images in the main feed, permalinked on web or on others’ profiles. You’ll be able to see your own like count on your own images though.

The experiment started in Canada in May, and the company says it’s rolling out to more territories this month.

The change hasn’t quite turned up on my personal Instagram profile yet, but it won’t be far off.

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Before discovering the Nexus One, Jason thought he didn't need a smartphone. Now he can't bear to be without his Android phone. Jason hails from Sydney, Melbourne or Brisbane depending on his mood and how detailed a history you'd like. A web developer by day with an interest in consumer gadgets and electronics, he also enjoys reading comics and has a worryingly large collection of Transformers figures. He'd like to think he's a gamer, but his Wii has been in a box since he moved to Sydney, and his PlayStation Vita collection is quite lacking. Most mornings you'll find him tilting at various windmills on Twitter - follow @JM77 and say hi!
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Absolutely love this! Great idea.