Beyond dislike counts: How YouTube users react to the visibility of social cues

Abstract

This study investigates the impact of YouTube’s 2021 policy, which hides dislike counts and limits a form of negative social feedback. It examines how this change affects social media herding behavior—the tendency of users to align with the majority opinion. We adopted a mixed-method approach, incorporating an online experiment that simulates the YouTube interface and an Interrupted Time Series analysis of real-world user reactions, to assess how the policy affects user engagement. Specifically, we looked at how the absence of one-sided digital cues, combined with content characteristics and individual user predispositions, influences user behavior. Our findings suggest that YouTube’s initiative to boost platform positivity had limited success: user responses were more influenced by their ideological leanings than by visible digital cues; Hiding dislikes reduced commenting frequencies and inadvertently increased negative expression. These results highlight the stronger role of ideological beliefs over social cues in shaping engagement, challenging the presumed impact of audience conformity and the negativity bias on social media dynamics.