Beginning “later this week,” Instagram said it will be testing out a new idea in Canada, in which it will remove the total number of “likes” that posts receive.

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According to a Bloomberg report, Instagram’s parent company Facebook said this idea is meant to bring more focus to the photos and videos themselves that users share – not the number of likes each recieves.

Individual users will still be able to see the number of likes on their own posts by tapping the “Likers” list, but this information will not be available to others, and vice-versa.

The company said the move is part of an exploratory phase, and that features in test phases do not always become permanent fixtures.

Instagram was bought by Facebook in 2012, just two years after it launched, for $1 billion.