X makes major privacy change: all user likes now private

The social media platform X, formerly known as Twitter, this week implemented a significant privacy change. User likes are now private by default, meaning only the user themself and the author of a post can see a list of users who liked it. While the total number of likes remains visible, user identities are hidden.

Several factors likely contributed to X's decision. The growing emphasis on user privacy is a major driver. Users are increasingly concerned about their online footprint and who sees their interactions. Making likes private aligns with this trend, empowering users to control what information they share publicly.

Another potential factor is the desire to reduce pressure to conform. Public like visibility can sometimes lead users to like content based on social pressure or a fear of missing out, rather than genuine interest. With likes hidden, users might feel freer to engage with content they genuinely find interesting, regardless of like counts.

X's privacy change reflects a broader shift in social media. As user privacy preferences evolve, platforms will need to adapt and innovate to create engaging experiences that respect user control over their online data. It will be interesting to see how X and other platforms navigate this challenge.

Subscribe to our free weekly LinkedIn newsletter for a weekend roundup, or upgrade to our real-time updates for just $10/year. Get the latest marketing news and insights delivered straight to your inbox.