Over the past 2 weeks, Instagram has regularly introduced new features to improve overall user engagement rates as they continue with their ongoing competitive landscape against TikTok. Yesterday, the platform announced they are yet again adding a new tool that will function as an alert option for users to notify followers of a new post.
As you can see in this example, shared by app researcher Hammod Oh, Instagram’s testing a new ‘Public’ folder in your DM inbox which, as the description explains, would enable you to:
“Message or share your favorite posts directly with your followers.”
Which, seemingly, would provide a broad-reaching DM option to blast links to posts, to everybody who follows you in the app. In its ongoing efforts to maintain user growth against evolving tech giants like TikTok, we analyze how the new alert feature can work either really well or go horribly wrong.
What are the advantages and disadvantages of a DM alert option feature?
First of all, the advantages to the individual sending out the alerts can be endless as it can keep followers engaged with your latest projects, milestones, and adventures. A great way to keep admirers and close friends up to date on what’s happening, as they get a notification to directly view your content without having to scroll through their feed to view your post.
You might be familiar with the existing notification feature, but that function only allows you to get notifications when someone you follow posts. The beauty and difference in this new feature are that you can control and choose who you want to notify instead of being notified – think like having a “close friend” list for your Instagram stories although this time it is only for your posts.
On the contrary, we can also foresee the “annoying” part of the newly introduced alert feature as some followers prefer not to be bombarded with notifications from various followers in their already chaotic lives. And considering if it is a close friend, why not notify them on your Whatsapp group chats or write a personal message when it is important information? Because let’s face it, not everyone would want to get a notification every time you go on holiday or are having a good time.
Another downside of the feature is that it can also invite unwanted guests as it allows for some broadcasted spams to be sent around. In addition, although the alert feature is meant to increase engagement and reach, it can actually have the opposite effect if users decide to rather unfollow than engage.
As with most new features, there are good sides to it as well as bad aspects that can be highlighted from its usage; for one Instagram already made it possible for users who receive alert notifications to make adjustments in their settings by turning notifications off if they get overwhelmed.
But why is Instagram launching features that might result in a backlash?
Due to the immense growth of users diverting from social platforms to entertainment-oriented apps, TikTok is beating Instagram on all forms of engagement and time spent on the app. Meta is aware that if you won’t be able to shift the trend and keep their users utilizing the app, then eventually, people will simply stop logging into its apps as much, which would be a disaster for its business.
This is why we’re seeing experiments being introduced daily like the alert option feature, suggested reels on stories, and repost options. A means to lean into these shifting user engagement trends and highlight updates direct to your audience, as opposed to hoping they discover it in the main feed.
The potential problems, as noted, could be significant or it can be marvelous. But at the same time, if Instagram did not introduce any feature to meet new consumer demands then the platform would not be able to keep up in this competitive landscape at all.