In a notable shift focused on user control and privacy, social platform X (formerly Twitter) has introduced a new feature that allows users to keep their likes private. This update means only individuals can view the posts they’ve liked—other users will no longer see the like activity on their profiles.
The End of Public Likes
Previously, likes on X were publicly accessible by anyone who visited a user’s profile. This often led to discussions, scrutiny, or even criticism based on what someone liked. With the new change, X is giving users the ability to interact more freely without judgment or public exposure. The feature reflects a larger trend in the social media industry: putting privacy and user agency at the forefront.
This update has already been rolled out to Premium users and is expected to become a default privacy option for all users in the coming weeks. Elon Musk, the owner of X, endorsed the change by stating that “the public likes to incentivize the wrong behavior,” and that this update will foster more genuine engagement.
Why the Change Matters
Likes are a major form of non-verbal interaction on social media. They signal interest, agreement, humor, or support—but not everyone wants that information to be public. Some users hesitate to like posts on sensitive topics, fearing potential backlash, misinterpretation, or reputational harm. This update empowers users to engage more honestly with the content they care about.
Making likes private enhances psychological safety, especially for people with professional reputations or those navigating polarizing issues. It allows users to consume and respond to content without worrying about outside perception.
Feature Details
Here’s how the private likes feature works:
- Visibility: Only you can see your likes; your followers and other users will no longer have access to your liked posts.
- UI Changes: The Likes tab on public profiles may be hidden entirely or only accessible by the user themselves.
- Rollout Plan: Currently live for Premium users, global rollout for all users expected soon.
- Reversibility: Users can choose to toggle this setting from their profile privacy settings.
This shift comes after a series of user feedback sessions where many voiced concerns over public interactions being monitored or misused. The feature aligns with X’s recent updates prioritizing user autonomy, safety, and authenticity.
Broader Impact on Social Media Behavior
By removing public pressure from the liking process, X encourages more honest interaction. This might also lead to increased engagement on posts covering sensitive or nuanced topics, as users feel safer expressing approval or interest without scrutiny.
However, some critics argue that this change may reduce the discoverability of interesting content since public likes often led users to new posts or profiles. Others warn it could reduce accountability for influencers or public figures who previously faced public oversight for their online activity.
Despite these concerns, privacy advocates are largely welcoming the update as a necessary evolution in how digital platforms should handle personal interactions.
How It Affects Brands and Marketers
For brands and marketers using X for outreach, this update could impact how engagement is measured. Public likes often helped gauge user sentiment or identify influential followers. Now, analytics tools and in-depth engagement tracking will become more critical than ever.
Social Media’s Privacy Evolution Continues
The private likes update follows similar features launched by other platforms. Instagram, for instance, previously enabled users to hide like counts on their posts. Facebook also adjusted privacy controls over reactions. These changes reflect a growing demand for mental wellness and personalized control on social platforms.
By making likes private, X is positioning itself as a platform that respects nuanced digital interactions. Whether this fosters a healthier space or creates information silos is yet to be seen—but it’s undoubtedly a step forward in user-first design.
Stay Ahead of Social Trends with Digilogy
At Digilogy, we help brands, creators, and professionals adjust their strategies in response to evolving digital landscapes. Whether it’s privacy updates, engagement algorithm shifts, or new ad tools, we keep your campaigns aligned with user behavior trends. Contact Digilogy today to develop privacy-conscious strategies that still drive results in the new era of social media engagement.
