Within a week of unveiling its new update switching “favorites” to “likes,” Twitter has seen a 6% increase in their site activity. With users showing a decisive preference of the heart button over the star button, it is doubtful that favorites will return.

Today’s Twitter community consists of over 300 million active users, which means that a six percent escalation over such a short time period is particularly striking. In fact, that six percent increase only refers existing users – new users have been nine percent more active.

Before this update, a Twitter user could favorite posts to show agreement or support, and this favorite button was marked with a golden star symbol. The Twitter favorite button had been around for a while – it was added in 2006, and was initially intended to be a bookmarking tool. It was due to the Twitter users themselves that favorites became the primary method of signaling agreement. It was a function that was unique to Twitter, different from Facebook’s thumbs-up like button and Instagram and Tumblr’s red hearts. Now’s Twitter’s gold stars have suddenly become red hearts, and the adjustment has not gone unnoticed.

Why did a change from a star to a heart make such a noticeable impact?

Twitter’s answer to this question is simple – the heart is a more universal symbol than the star, so making a change to the more inclusive symbol resulted in a massive jump in engagement on the site. In many ways, the heart is more accessible for users, since, as product manager Akarshan Kumar explains: “We want to make Twitter easier and more rewarding to use, and we know at times the star could be confusing, especially to newcomers. You might like a lot of things, but not everything can be your favorite.”

This change is clearly a success among new users, but the reactions from established users have not been so consistently favorable. While hearts have so far been beneficial for the company as a whole, many users feel that this change deprives Twitter of an attribute that made it special. The favorite function had been valued as both a social experience and organizing tool, and users appreciated how it distinguished Twitter from other social media platforms. The heart is undoubtedly unoriginal, and many wonder if the company is selling out in its attempts to reinvent the Twitter experience.

The heart now joins Moments and other updates designed to simplify and streamline Twitter to make it more engaging, in hopes of inciting user growth – previously, the company’s rate of user growth had been stagnant. Twitter CEO Jack Dorsey has promised to unleash more “bold moves” to help the platform regain its popularity and relevance.