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Why do I see fewer likes on the posts in my feed than I see on Instagram?

If you see fewer likes on the posts in the Instagram feed on your site than you see directly on Instagram, this is likely due to using Paid Marketing (Ads). When you use paid marketing to show your posts to more users, Instagram counts these likes differently than it counts likes from users that did not find your post through paid marketing. On Instagram itself, the like count you see includes these paid marketing likes, but in the Instagram API which we use to retrieve the information for your feed, the paid marketing likes are not included.

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