YouTube tests hiding dislike numbers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 01, 2021, 1:09 PM UTC

Test participants can share feedback with YouTube, which the platform will monitor.  

To assess whether doing away with publicly displayed dislike counts can lead to fewer targeted dislike campaigns, YouTube is currently testing hiding dislike counts on videos. The move is also in response to creators stating that dislike counts can affect their mental well-being.

Viewers involved in the testing will have visibility into like and dislike figures. YouTube channels will have similar visibility through YouTube Studio. Participants do not have the choice of opting out of the tests.

As a result of the testing, users could see some potential designs of like and dislike buttons. The testing could be YouTube’s way of recognising the issue of motivated campaigns that target specific content solely to dislike it. In certain cases, these dislikes could even surpass the like figures.

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