Facebook time well spent
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Are those red notification dots on your Facebook home screen driving you crazy? Sick of Facebook Marketplace wasting your screen space? Now you can control what appears in the Facebook app’s navigation bar thanks to a new option called Shortcut Bar Settings.
Over the weekend TechCrunch spotted the option to remove certain tabs like Marketplace, Watch, Groups, Events, Profile, Friend Requests, News, Today In, Gaming and Dating or just silence their notification dots. In response to our inquiry, Facebook confirms that Shortcut Bar Settings is now rolling out to everyone, with most iOS users already equipped and the rest of Android owners getting it in the next few weeks.

The move could save the sanity and improve the well-being of people who don’t want their Facebook cluttered with distractions. Users already get important alerts that they could actually control via their Notifications tab. Constant red notification counts on the homescreen are an insidious growth hack, trying to pull in people’s attention to random Group feeds, Event wall posts and Marketplace.
“We are rolling out navigation bar controls to make it easier for people to connect with the things they like and control the notifications they get within the Facebook app,” a Facebook spokesperson tells me.
Back in July 2018, Facebook said it would start personalizing the navigation bar based on which utilities you use most. But the navigation bar seemed more intent on promoting features Facebook wanted to be popular, like its Craigslist competitor Marketplace, which I rarely use, rather than its long-standing Events feature, which I access daily.

To use the Shortcut Bar Settings options, tap and hold on any of the shortcuts in your navigation bar that’s at the bottom of the Facebook homescreen on iOS and the top on Android. You’ll see a menu pop up letting you remove that tab entirely, or leave it but disable the red notification count overlays. That clears space in your nav bar for a more peaceful experience.
You’ll also now find in the three-line More tab -> Settings & Privacy -> Settings -> Shortcuts menu the ability to toggle any of the Marketplace, Groups, Events and Pages tabs on or off. Eagle-eyed reverse engineering specialist Jane Manchun Wong spotted that Facebook was prototyping this menu and the Notification Dots settings menu that’s now available too.
A Facebook spokesperson admits people should have the ability to take a break from notifications within the app. They tell me Facebook wanted to give users more control so they can have access to what’s relevant to them.
For all of Facebook’s talk about well-being, with it trying out hiding Like counts in its app and Instagram (this week starting in the U.S.), there’s still plenty of low-hanging fruit. Better batching of Facebook notifications would be a great step, allowing users to get a daily digest of Groups or Events posts rather than a constant flurry. Its Time Well Spent dashboard that counts your minutes on Facebook should also say how many notifications you get of each type, how many you actually open, and let you disable the most common but useless ones right from there.
If Facebook wants to survive long-term, it can’t piss off users by trapping them in an anxiety-inducing hellscape of growth hacks that benefit the company. The app has become bloated and cramped with extra features over the last 15 years. Facebook could get away with more aggressive cross-promotion of some of these forgotten features as long as it empowers us to hide what we hate.
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If their post has lots of Likes, you feel jealous. If your post doesn’t get enough Likes, you feel embarrassed. And when you just chase Likes, you distort your life seeking moments that score them, or censor it fearing you won’t look popular without them.
That’s why Facebook is officially starting to hide Like counts on posts, first in Australia starting tomorrow, September 27th. A post’s author can still see the count, but it’s hidden from everyone else who will only be able to see who but now how many people gave a thumbs-up or other reaction.

The launch of the hidden Like counts test makes available what we reported Facebook was privately prototyping earlier this month, as spotted in its Android code by reverse engineering master Jane Manchun Wong. The test will run in parallel to Instagram’s own hidden Like count test we also scooped that first tested in Canada in April before expanding to six more countries in July.
“We are running a limited test where like, reaction, and video view counts are made private across Facebook” a Facebook spokesperson tells me. “We will gather feedback to understand whether this change will improve people’s experiences.” If the test improves people’s sense of well-being without tanking user engagement, it could expand to more countries or even roll out to everyone, but no further tests are currently scheduled.
Facebook’s goal here is to make people comfortable expressing themselves. It wants users to focus on the quality of what they share and how it connects them with people they care about, not just the number of people who hit the thumbs-up. The tests are being conducted by the News Feed team that falls under VP Fidji Simo’s jurisdiction over the main Facebook app. While the Instagram tests are starting to get data back, Facebook tells me it’s own tests are necessary since the apps are so different.

As you can see, the Like button itself remains visible to everyone. Comment counts will still be displayed, as will the most common types of reactions left on a post plus the faces and names of some people who Liked it. Technically viewers could go into the list of people who Liked a post and try to count, but the test stops Facebook from slapping people up front with insecurity.
Without a big number on friends’ posts that could make users feel insignificant, or a low number on their own posts announcing their poor reception, users might feel more carefree on Facebook. The removal could also reduce herd mentality, encouraging users to decide for themselves if they enjoyed a post rather than just blindly clicking to concur with everyone else.
As I wrote about 2 years ago, a collection of studies identify the harm Facebook can do. They found that while chatting with friends and comment threads on Facebook made people feel better, passively scrolling and Liking could lead to envy spiraling and declines in perception of well-being. Users would compare their seemingly boring life to the well-Liked glamorous moments shared by friends or celebrities and conclude they were lesser.

For example, Krasanova et al discovered that 20% of the envy-inducing moments users experienced in life were on Facebook, and that “intensity of passive following is likely to reduce users’ life satisfaction in the long-run, as it triggers upward social comparison and invidious emotions.”
One concern is that Facebook Pages that have large followings and often get more Likes than individual users’ posts could miss out on extra engagement and reach without that herd mentality. Some Canadian influencers have complained about reduced reach since the hidden Likes test launched their on Instagram, but there’s been no conclusive data to prove that and Facebook will still use the number of Likes as part of its ranking algorithm.
If Facebook wants to build a social network people continue using for another 15 years, it has to put their well-being first — above brands, above engagement, and above ad dollars. It also needs better controls for notifications and warnings when you’ve been passively scrolling for too long. But if the Like hiding works and eventually becomes standard, it could help Facebook get back to the off-the-cuff sharing that made it a hit at colleges so long ago. No one wants to be in a life-long popularity contest.
Snapchat never had Likes. Come see my interview with Snapchat CEO Evan Spiegel at TechCrunch Disrupt SF (Oct 2nd-4th — tickets here) to learn more about how social networks are adapting to growing mental health concerns.
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Sick of those anxiety-inducing red dots constantly appearing on the Groups, Watch, or other tabs in your Facebook app? Well the social network may be easing up a little in its unending war for your attention. Facebook is now testing a toggle to turn off the red in-app notification dots on its homescreen. Until now you had to manually open each of Facebook’s features to extinguishing the maddening flame of the notification badge. This could make Facebook feel more tranquil, and keep you focused on whatever you actually opened the app to do.
“It’s related to the work we’re doing with the well-being team. We’re thinking about how people spend their time in the app and making sure that it’s time well spent” a Facebook spokesperson tells me. Many people can’t feel settled if there are red dots begging to be tapped — a psychological quirk Facebook takes advantage of. The company seems to be realizing that its growth hacking can backfire if its pleas for engagement actually deter us from opening its app in the first place.
The Facebook Notification Dots setting was first spotted in its prototype form by reverse engineering specialist Jane Manchun Wong, hidden in the Android app’s code earlier this summer. Today, social media consultant Matt Navarra noticed the feature being publicly tested. Facebook now confirms to TechCrunch that this is a new global test that started recently on iOS and Android for a subset of users. “We are testing new ways to give people more control over the notifications they receive in the Facebook app” a spokesperson tells me.
Facebook plans to continue offering additional ways to personalize notifications so you don’t miss what’s important but aren’t drowned in noise. “People don’t necessarily want to see a notification on the badge [the in-app dots on tabs] if they’re already getting notifications in the jewel [the red counter on the Facebook app icon on your phone’s homescreen]” the spokesperson tells me. It considered a snooze option but went with an on/off switch that’s the least confusion. The Notification dots feature is likely to roll out to everyone unless it suddenly proves to decimate Facebook usage.

If you have access to this feature test, you’ll find the option in your Facebook app under the three-lined More/Menu tab -> Settings & Privacy -> Settings -> Notifications -> Notification Dots. There you can “Choose which shortcuts will show you notifications dots” with options for “Videos On Watch”, “Profile”, “Groups”, “Menu”.
One tab/shortcut where you can’t disable the dots is Notifications, which actually makes sense since that’s the main way the app alerts you to activity around your profile and content. But since you already get a heads-up about new Groups posts or when you’re tagged in a photo there, the notification dots on the other tabs are just redundant and distracting.

If you want to control which activities trigger alerts in your Notifications tab, you can go to More/Menu tab -> Settings & Privacy -> Settings -> Notifications -> Notification Settings -> Mobile. There you can see a list of your recent notifications and turn off ones like it in case you’re sick of hearing about friends starting fundraisers, reminders about upcoming events, or comments after yours on a Group post. The Notification Settings page also lets you turn off sound for Facebook notifications, axe them from specific groups or other apps, turn down the frequency of On This Day alerts, and choose what notifications get bumped up to email or text message.
Confusingly, there’s also a totally separate menu that’s accessible from the Notifications tab’s settings gear icon. There you can temporarily or permanently mute push notifications and choose where you receive each type. Obviously there should be a link between these two different spaces. A great next step for Facebook would be allowing user to batch notifications, Instead of either being constantly pestered or totally in the dark, it could let users opt for an occasional digest of notifications, like once per day or when they get to 10 alerts.

A year ago Facebook trumpeted how it launched a Time Well Spent dashboard in its app and Instagram for showing how long per day you use the apps with an option to set a reminder to stop after enough minutes. But buried inside Menu -> Settings & Privacy -> Your Time on Facebook, the toothless feature we’d previously scooped isn’t doing much good. If Facebook wants to be a principled citizen of our devices, it shouldn’t be so hard to say when we do or don’t want to be nagged for attention.
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Instagram is turning the Time Well Spent philosophy into features to help users avoid endless scrolling and distraction by notifications. Today, Instagram is rolling out its “You’re All Caught Up – You’ve seen all new posts from the past 2 days” warning in the feed, which TechCrunch broke the news about in May. Past that notice will only be posts that iOS and Android users have already seen or that were posted more than 48 hours ago. This will help Instagram’s 1 billion monthly users stop fiendishly scrolling in search of new posts scattered by the algorithm. While sorting the feed has made it much better at displaying the most interesting posts, it also can make people worry they’ve missed something. This warning should give them peace of mind.

Meanwhile, TechCrunch has learned that both Facebook and Instagram are prototyping Do Not Disturb features that let users shut off notifications from the apps for 30 minutes, one hour, two hours, eight hours, one day or until they’re turned back on manually. WhatsApp Beta and Matt Navarra spotted the Instagram and Facebook Do Not Disturb features. Facebook is also considering allowing users to turn off sound or vibration on its notifications. Both apps have these Do Not Disturb features buried in their code and may have begun testing them.

Both Facebook and Instagram declined to comment on building new Do Not Disturb features. “You’re All Caught Up” could prevent extra scrolling that doesn’t provide much value that could make Instagram show up atop your list of biggest time sinks. And an in-app Do Not Disturb mode with multiple temporary options could keep you from permanently disabling Instagram or Facebook.



We referenced Instagram Do Not Disturb in our scoop about Instagram building a Usage Insights dashboard detailing how much time you spent on the app. Both Facebook and Instagram are preparing these screens that show you how much time you’ve spent on their apps per day, in average over the past week and that let you set a daily limit after which you’ll get a notification reminding you to look up from your screen.
When we first reported on Usage Insights, Instagram CEO Kevin Systrom tweeted a link to the article, confirming that Instagram was getting behind the Time Well Spent movement. “It’s true . . . We’re building tools that will help the IG community know more about the time they spend on Instagram – any time should be positive and intentional . . . Understanding how time online impacts people is important, and it’s the responsibility of all companies to be honest about this. We want to be part of the solution. I take that responsibility seriously.”
Now we’re seeing this perspective manifest itself in Instagram’s product. Instagram’s interest conveniently comes just as Apple and Google are releasing screen time and digital well-being tools as part of the next versions of their mobile operating systems. These will show you which apps you’re spending the most time in, and set limits on their use. By self-policing now, Instagram and Facebook could avoid being outed by iOS and Android as the enemies of your attention.
In other recent Instagram news:
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Are you ready for some scary numbers? After months of Mark Zuckerberg talking about how “Protecting our community is more important than maximizing our profits,” Facebook is preparing to turn that commitment into a Time Well Spent product.
Buried in Facebook’s Android app is an unreleased “Your Time on Facebook” feature. It shows the tally of how much time you spent on the Facebook app on your phone on each of the last seven days, and your average time spent per day. It lets you set a daily reminder that alerts you when you’ve reached your self-imposed limit, plus a shortcut to change your Facebook notification settings.
Facebook confirmed the feature development to TechCrunch, with a spokesperson telling us, “We’re always working on new ways to help make sure people’s time on Facebook is time well spent.”

The feature could help Facebook users stay mindful of how long they’re staring at the social network. This self-policing could be important since both iOS and Android are launching their own screen time monitoring dashboards that reveal which apps are dominating your attention and can alert you or lock you out of apps when you hit your time limit. When Apple demoed the feature at WWDC, it used Facebook as an example of an app you might use too much.
Images of Facebook’s digital wellbeing tool come courtesy of our favorite tipster and app investigator Jane Manchun Wong. She previously helped TechCrunch scoop the development of features like Facebook Avatars, Twitter encrypted DMs and Instagram Usage Insights — a Time Well Spent feature that looks very similar to this one on Facebook.
Our report on Instagram Usage Insights led the sub-company’s CEO Kevin Systrom to confirm the upcoming feature, saying “It’s true . . . We’re building tools that will help the IG community know more about the time they spend on Instagram – any time should be positive and intentional . . . Understanding how time online impacts people is important, and it’s the responsibility of all companies to be honest about this. We want to be part of the solution. I take that responsibility seriously.”
Facebook has already made changes to its News Feed algorithm designed to reduce the presence of low-quality but eye-catching viral videos. That led to Facebook’s first-ever usage decline in North America in Q4 2017, with a loss of 700,000 daily active users in the region. Zuckerberg said on an earnings call that this change “reduced time spent on Facebook by roughly 50 million hours every day.”
Zuckerberg has been adamant that all time spent on Facebook isn’t bad. Instead, as we argued in our piece “The difference between good and bad Facebooking,” its asocial, zombie-like passive browsing and video watching that’s harmful to people’s wellbeing, while active sharing, commenting and chatting can make users feel more connected and supported.
But that distinction isn’t visible in this prototype of the “Your Time on Facebook” tool, which appears to treat all time spent the same. If Facebook was able to measure our active versus passive time on its app and impress the health difference, it could start to encourage us to either put down the app or use it to communicate directly with friends when we find ourselves mindlessly scrolling the feed or enviously viewing people’s photos.
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