Let’s face it: getting people to share more with their friends on social media isn’t always a win-win. In fact, it can be a bit of a head-scratcher, much like trying to fold a fitted sheet without losing your sanity.
Take Facebook, for example. They conducted a little experiment in 2021, and guess what? While the original content shared by users went up (cue the confetti!), the amount of time those same users spent on the app took a nosedive! Just imagine: more posts, but fewer eyeballs engaged. That’s like throwing a party and no one showing up because they’d rather be binge-watching that questionable new reality show.
The repercussions of this increase in sharing can be quite dire for Facebook, as they make their bucks serving you ads. If users see all their friends’ posts and then ghost the app entirely, guess who’s left holding the empty bag of ad revenue? Yep, that’s right, our ol’ friend Facebook.
Matheson highlights this beautifully, showing that users not only opened the app less frequently but also scored lower on the ‘meaningful social interaction’ scale. So users might miss out on important posts, like updates from a support group. Not great for user experience, right?
So there you have it: more sharing doesn’t always equal more connection. It’s a reminder that quality beats quantity every time—especially when it comes to those adorable cat memes you secretly love.
What do you think? Is the endless cycle of sharing just another form of digital noise?
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