social networks increase awareness to engage users; see

Notifications from your favorite social network arrive on your mobile phone. When you open it, you realize that it is not a like or a share of your post, much less a comment from a friend. In fact, it is a notification that a friend has posted or liked something. The problem is that you forgot to turn on this type of notification – and you do not understand why it affects you.

These events are on the rise. Facebook, Instagram and X (formerly Twitter) are some of the platforms that use broad and quick notifications to encourage users with little activity history to access apps and maybe participate with details.

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Notifications are a social media strategy

As shown by the Wall Street Journalcompanies are taking this new notice because people are reporting and interacting less on social media.

According to data from the application analysis company Measure Protocol, since July last year the number of messages has increased in almost all social media apps. Instagram is the one that has increased the most: users started receiving 12 more notifications in January this year compared to July 2023. X / Twitter, Facebook and Snapchat also joined the strategy.

X Twitter
(Photo: Camilo Concha/Shutterstock)

What users can do

Marketers, psychologists and researchers predict that these new reports will lead to a greater impact on users. On the other hand, the platforms have a risk: when the notifications start to be unwanted, they can create passion and make people delete the apps.

Neal Schaffer, the founder of the digital marketing company PDCA Social, told the newspaper that this idea arose because companies treated notifications like a news feed, promoting content. algorithmic language.

For Jay Baer, ​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​​a for you” open the app.

instagram
The notifications will continue to appear unless users themselves disable them (Photo: Nopparat Khokthong/Shutterstock)

What users can do with notifications

  • The easiest solution is to remove the application, but the platforms hope that the user will not do this. Spokespeople for LinkedIn, Snap and Meta (the parent company of Instagram and Facebook) say it has the ability to create experiences and customize notifications;
  • If you do not want to close all the notifications from the dialog directly from the configuration tool, you can enter the settings of each application and turn them off manually;
  • Both Meta applications have customizable options in the “Notifications” tab. It can affect “friend updates” on Facebook and live videos or “first posts and stories” on Instagram;
  • The same goes for other social networks, such as X / Twitter, Snapchat and LinkedIn, each with their own notifications that can be modified (which will continue to be liked unless you hold them off) .

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