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Social media makes breakups harder for consumers

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While previous studies have explored how social media can make users feel excluded by their friends, a new study conducted by researchers from the University of Colorado at Boulder found that it can also make users feel worse after a breakup.

According to the researchers, social media platforms have made it harder than ever for users to get distance from relationships that have recently ended. These platforms can serve as a constant reminder of what ex-partners are up to — including forming new relationships. Moreover, the researchers found that utilizing tools to block, mute, or unfriend exes didn’t make things better.

“Before social media, break-ups still sucked, but it was much easier to get distance from the person,” said researcher Anthony Pinter. “It can almost make it impossible to move on if you are constantly bombarded with reminders in different places online.”

Why it’s so hard to move on

The researchers had 19 people involved in the study, all of whom had experienced the end of a relationship in the last 18 months and had a poor experience with social media after the breakup.

The participants were interviewed for over an hour each about their social media use after their breakup. They answered questions about how the internet contributed, either positively or negatively, to their coping.

The researchers learned that there were several features — particularly on Facebook — that made it difficult for consumers to get distance from their exes and move on from their past relationships. Participants were frequently reminded of their relationship bliss via the Memories feature, which calls up pictures, videos, and posts from past years, making it harder for social media users to put that part of their lives behind them.

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Moreover, Facebook made it nearly impossible for the study participants to ignore their former partners’ life updates, as the News Feed is a constant reminder of things going on with a person they no longer want to be updated on. And while this could be a way for users to upload a new profile picture or share news about a job, it could also be the way to share a new relationship, making it all the more difficult for exes to move on.

Unfriending isn’t the answer

While Facebook, like several social media platforms, gives users the option to block, unfriend, or mute others, the researchers learned that these tools weren’t enough for the participants.

“A lot of people make the assumption that they can just unfriend their ex or unfollow them and they are not going to have to deal with this anymore,” Pinter said. “Our work shows that this is not the case.”

He explained that exes’ information can pop up via comments or likes from mutual friends or in mutual groups, or even from their family members or friends who haven’t been unfriended. This can leave heartbroken consumers with constant reminders of their lives pre-breakup.

While these tools certainly aren’t going to rid exes from consumers’ social media profiles, Pinter suggests using them anyway, as they can offer some peace of mind when a relationship ends. Perhaps most importantly, he says staying off social media for a while can work wonders while consumers process their feelings.

“In real life, you get to decide who gets the cat and who gets the couch, but online it’s a lot harder to determine who gets this picture or who gets this group,” Pinter said.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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