Every minute over 270,000 people come to Twitter. Twitts. Every year the number of photos on the Internet doubles. Information noise is an increasingly common phenomenon - it is very easy to fall into this trap if you campaign online.
Media hype was defined by Peter Vasterman as a media-generated, all-encompassing wave of news, triggered by one specific event and amplified by a self-perpetuating process. Barbara Konopka in the work "Information noise and its role in shaping media and cultural conditions" notes that information noise on the Internet manifests itself on several levels:
- language - aggressive, designed to shock and attract attention at all costs;
- image - unnecessarily controversial or erotic;
- at the audiovisual level, if the videos or content run spontaneously without the user's consent;
- on the quantity level - when there are simply too many ads.
In short, it can be about an excess of content or a visual or auditory satiation of an advertising message. Both of the above works were created in 2020 and 2021 for a reason. The phenomenon of information noise increases with the geometric increase in content on the Internet. The amount of time spent on-line is increasing, and therefore users hardly have a respite from PR campaigns, ads, videos and catchy headlines.
Information noise on the Internet
At this point, it is worth distinguishing between harmful information noise and the so-called buzz marketing or online buzz. The latter two terms are hype on the internet, but only refer to the content layer. Every marketer wants to be loud about his product. The buzz around a service or thing, however, does not have to be based on a low-quality, ubiquitous message.
Information noise may also include phenomena such as fake news. The authors of the work "Fake news, rumor, information pollution in social media and web 'published in 2019 in New Delhi there are the following types of false information on the Internet and in social-media:
- fraud,
- gossip,
- disinformation,
- satire,
- fake news,
- spam
- lies.
Research shows that 65 percent. American adults rely on social media as their primary source of information. The responsibility for the integrity of the content also rests with the advertisers who promote their products through information noise in social media and search engines.
Information noise - examples
If you turn on the radio, you will probably hear flashy advertisements from electronics stores. As long as you are driving your car, you will see huge billboards by these companies on the side of the road. Based on intense primary colors (red-black-yellow), loud jingles and endless promotions fulfill their function well - they attract the attention of the maximum number of customers, especially those sensitive to the price. It must be admitted, however, that from the very first slogan "Not for idiots!", Advertisements of these brands significantly contribute to the formation of information noise in the Polish public space.
It is difficult to select one brand on the Internet that would be particularly responsible for the information noise. Rather, the examples must relate to the types of communication that causes unnecessary confusion on the Internet:
- Popup windows;
- audio and video that run without user consent;
- unnecessary noise - notifications, ringtones and advertisements with increased volume;
- overabundance of links and quotes;
- flashy headlines and titles;
- provocative photos and photo montages;
- redirects to other websites, especially if the user has no control over them.
If you use more than a few of these techniques, visitors may be avoiding your site. Not everywhere in on the internet there is information noise. Virtually everyone has a favorite store or brand that is appreciated for the fact that it is a quiet place that allows you to relax online. Simple store design, no bothersome ads or cutscenes, clear information - this makes customers more willing to spend time in such a place. Sometimes saving resources allows you to create a message that attracts attention in the midst of the omnipresent information hustle and bustle.
To promote or not to promote?
The fact that sometimes it is worth being more economical does not mean that you have to cancel the promotion completely! A minimalist website and carefully sent out, full of interesting e-mail marketing tools can be marketing tools that do not contribute to the information noise. This works especially well in the premium segment, when it is not the quantity that counts, but the quality of acquired customers. The industries related to the fashionable eco, hygge and slow trends are also largely based on a less intrusive, natural message.
An increasingly visible trend is to create products and services to combat information noise. These can be applications and programs for filtering information or a notebook where you can write down your thoughts in an analog form. Just like Marie Kondo helps you organize yourself better in the real world, Lady Of Your Time tells you on the web how to avoid information noise in running a business. They both make great money on it.
Is your business contributing to the hype?
Usually, when assessing the effects of a campaign on the web, the amount and ranges of the message are taken into account. However, if you were to focus on the phenomenon of information noise, you would have to focus on quality. If your content is substantive, qualitative and well-thought-out, there is no risk of being accused of producing unnecessary content. The problem may arise if you have several companies that advertise in one place at the same time. Consider reducing duplication and transferring your advertising funds elsewhere marketing communication channels, than before.
White noise is particularly relevant to companies that do not have too many engaged users. If a brand has a large base of dedicated customers, the newsletter or offer will be an added value for them. To create only such advertising tailored to the needs of customers, contact us. We provide sales support tailored to the needs of your company.
Your brand voice disappears in the information noise?
It's time for your customers to hear it loud and clear!
Information noise - threats
Imagine that you are starting to learn something new and you want to acquire the material that is designed for three months of study in two weeks. The overload of information will start to overwhelm you until you come to a point where you no longer absorb it. Or think of it this way: you turn on the radio and start listening to two different stations at the same time. How much are you able to learn from the information that reaches you? Information noise works exactly the same. The recipient is even inundated with more information, and finally ceases to pay attention to it. This phenomenon is everywhere. The advertising blocks on TV go on long enough that by the time they are over you will have time to forget what you watched. One-third of the pages of a newspaper are printed with advertisements and announcements, and on the web, you are attacked by notifications, ads, and video clips until you choose not to read the article or watch the video.
Man has built-in mechanisms that protect him from information overload and amazing adaptability. Theoretically, we are very good at filtering out what is unnecessary. We have developed a number of defense mechanisms to help us cut off the information noise, including tunnel vision, banner blindness or fragmentation of the information stream. These mechanisms are helpful, but often not enough. In very extreme cases, information noise can lead to a complete disconnection from the information. This is a situation that is as unfavorable for both the recipient and the sender.
As an entrepreneur, i.e. a message sender, you can really influence the information noise phenomenon. It is up to you how intensively the ads will be displayed, you can also take care of user-friendly information - not too intrusive, simple and legible. But most of all, respect your audience's time and attention. Give up insignificant information, the proverbial pouring water and try to be specific. Over time, you will find that this brings many benefits.
Information noise - how to deal with it?
The phenomenon of information noise can be a serious obstacle in running your own business. It may or may not be necessary, because there are a few simple techniques that will allow your ad to stand out and interest the recipient. Neuromarketing specialists do this, and over the years they have developed a number of guidelines that you can use. This is primarily about brain-friendly messages that the recipient's brain can easily process.
- A message that gives the recipient a feeling that he is directed directly at him is much more effective. If you use text, use direct phrases. When you operate an image, hire actors who appear with the offered product. Just don't create impersonal messages that are intended for everyone and no one at the same time.
- Emotions are your ally, especially the positive ones. Don't be afraid to amuse, surprise or move your audience. In this way, you are forcing them to stop and think about what they have just heard or seen. However, be sure to exercise moderation.
- Use the magic of color. Colors have a special power to attract attention, especially if they are well combined with each other. Of course, it is not about flashy colors that aggressively attack the eyes, but about such a combination that they correspond with the rest of the content and at the same time stand out from the others.
- Originality above all. Not kitsch, not controversy, but something that stands out from the crowd. Do not be afraid of originality, but remember that it will only work if it reaches the right target group.
You also have to deal with information noise as the recipient of the content. We live in times in which it is impossible to completely cut off the excess of information, or at least it is very difficult and would require living like a nomad. One of the most effective methods is to clear your mind. You can do it at the end of the day, just turn off the TV or radio, and put your laptop and phone away from you. Before you go to bed, pick up a book or go for a walk. Just as our body requires hygiene every day, so too does the brain need rest.
Disinformation, fake news, manipulation
Information noise is a serious problem in modern society. It turns out that the rational selection of what we hear and see becomes more and more difficult. It is clearly visible in the latest news. Successively messages appear that someone has discovered something, but we, as recipients, cannot verify them in terms of credibility. The same is the case with TV and weather stations. By switching between channels on each of them we will hear something different. Of course, one station will be closer to the truth than the other, but it does not change the fact that we start to ignore this information.
We live in a world where the fast flow of information counts, and if there is no such thing, the user is served whatever. Not necessarily close to the truth and not necessarily valuable. This led to a bizarre situation in which recipients became addicted to information, while being less critical of it. In part, at our own request, we got stuck to it. It turns out that when it comes to click-through rates, shocking headlines, controversial photos or shocking data come out best, and the media uses it effectively.
If one were to refer to one of the most popular examples of information noise, the COVID-19 pandemic could be cited. The number of news items that appeared was overwhelming. What's more, the vast majority of them provided contradictory information, such as issues related to wearing masks. Suddenly, it turned out that with the sheer volume of news, it is difficult to find those that were up-to-date, supported by research or data. At one point, people turned themselves off to the next piece of information, even if it was genuinely credible. And this is one of the biggest consequences of information noise.