Major changes are coming to Instagram. Starting next week, the social media platform will start hiding likes in US. It’s been in testing in seven countries already. The test first started in Canada, and it has also rolled out to Ireland, Italy, Japan, Brazil, Australia, and New Zealand.

Such move in this direction will impact marketing strategy for businesses using the platform to attract advertisers and customers.

Instagram is not the first platform to experiment with so-called “demetrication” — where digital and social media companies reduce the importance they place on public metrics.

Facebook (Instagram’s parent company), YouTube and Twitter have also tested removing the public engagement metrics from their platforms.

The company is testing whether reducing popularity contests will make a safer online environment for users.