As the name implies, filter bubble is used to filter information on websites and platforms to give consumers content they are likely to enjoy based on their online activities. Websites aim for users to visit their sites for a long period of time so they would be able to discover their preferences, beliefs, and opinions then use them to customize information for each user. While this sounds like a treat to businesses that do niche marketing or wish to target users more accurately, giving them a similar content might be too ordinary. Is it time for you to change your strategy?
Since filter bubbles allow more accurate targeting, your content can speak directly to the users – almost the opposite of standard mass marketing, leading to higher leads, sales, and ROI. Because users are likely to be in a good mood as they consume content they’re interested in, they will be more receptive to your advertisements.
However, research suggests that an increasing number of consumers (63%) incline towards serendipitous content from brands’ marketing strategies, reporting more positive words such as curious, surprised, and intrigued. Targeted, relevant advertisements that are unexpected on the other hand, make a number of them (approximately 30%) feel annoyed, irritated, targeted, while labeling the advertisement as “intrusive”. It suggests that while users do not see targeted content as that much of a big deal, they still wish websites would give them a more balanced information between advertising and new content.
The information each individual receives online is more filtered than ever, preventing us to be exposed to new ideas, opinions, hence content. Content presumed to be irrelevant for consumers is excluded and this is where marketers should burst that filter bubble. Being personal might mean targeting audience with overly similar content. While this may bring happiness in a short term and make them feel contempt, a challenged audience might prove to be more valuable. They have been scrolling mindlessly on social media, going through waves of look-alike content, then BAM! your brand pops up. Through creating a unique, but still relevant content, your brand is likely to occupy a space in their minds. Imagine coming home to Chinese food on a Friday night after having Thai food for 4 days in a row, that’s how they would feel when seeing an ad that stands out. The recognition and feeling create the impression that your brand stands for something different compared to the brands they have been constantly exposed to, increasing the likelihood of engagement and positive attitude.
The filter bubble makes consumers see what they want to consume, not what they need to know. Pariser’s TED talk emphasizes the importance of a balanced information diet, as good sense of democracy won’t take place unless consumers get a good flow of information. Ethics are not embedded in algorithms so its up to the platform owners and marketers to give consumers a balanced diet of information vegetable (the one they need) and information dessert (the one they want or constantly consume). The question is are you ready to replace instant gratification and provide them with more serendipitous content? What about societal issues that your potential customers may not be aware but need to be addressed?
The choice is yours, marketers!
Digital Marketing World 
A really insightful and intriguing post-Felicia! You explored the meaning and took your audience on a journey to learn about what is a filter bubble, giving great examples of them and the way that marketers can use it to their advantage but more so how consumers view this information targeted to us. Your post made me rethink about the information I consume on social media and is it what I want to see or is it what I need to be seeing? Great post 🙂 Steph Bobik
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Hi, Stephanie! Thank you so much for your feedback. Do you prefer to be fed with the same content of things you’re normally drawn to or do you prefer serendipitous content? 🙂
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Very interesting post. It is an interesting topic that brands need to find an appropriate balance for. I know personally, I get frustrated with advertisements particularly when they don’t relate to me. Comparatively, I also get freaked out when I speak to a friend about purchasing something and then next minute it shows up all over my phone, even when I have not searched for it yet (are they listening to me!!). So, I agree that a balance of relevant products/information and new product/information is the optimal.
I also think this concept relates to the idea that people associate themselves with like-minded people who share the same views and product preferences. I think this is develops due to 2 major reasons. Firstly, people seek advice from friends and family to influence their purchases or beliefs about the world, which in-turn influences their choices. Secondly, people tend to attach themselves to people who share similar preferences to somewhat validate themselves. Associating with like-minded people therefore strengthens your purchases/beliefs. I think this can be particularly problematic for fostering negative views about topical issues, such as racism. Through this lens, exposing to consumers to new information/ideas/perspective will be a positive thing and could lead to positive change in the world, where people are more accepting of others and have a well-rounded view of the world.
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Thank you for sharing your perspective! ♥️ I couldn’t agree more with you. Even with the confirmation bias, we still are looking for information that confirms our beliefs so even if the filter bubble has been popped, theres no guarantee that people will be willing to listen to things that may challenge their beliefs. But excluding those content will not do anything either so altering how these social media platforms work can be a great start!
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Some great ideas in this post, Felicia! That’s an interesting point your raise about how filtering marketing material can restrict users’ ability to discover new products/services, and filtering the content users consume can make it harder for them to expand their horizons and experience new things. It’s rather simplistic to view consumers as entirely defined by their past actions, i.e., by their browsing and purchase history. People’s interests can change over time. Filtering algorithms don’t seem to really take this into account. At the same time, it makes sense to keep ads relevant to the content being consumed. Really interesting topic.
Loved the example of Chinese and Thai food : )
— Yukari
yucaritakahashi.wixsite.com/website
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Thank you so much for your comment, Yukari! I love how you point out that our interests can indeed change. I couldn’t agree more, I used to read A LOT of young adults/romance books in middle school and can you imagine if Amazon kept recommending me those books only? I probably wouldn’t have come across genres that are appropriate for my age such as self development books. But it only makes sense if their purchasing history has always been centered around a certain area, then it’s likely that they’ll buy your products too if you have similar offerings.
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Someone took the words right out of my mouth! The points made were valid and they needed to be brought up. I have personally felt that there should be a change in terms of what we see in our timeline. Removing the filter is a good start for a change as there are things that we need to be aware of despite not wanting to hear of it. A healthy diet, it’s what you recommended, and I cannot agree more. There are things in the world that we need to be aware of and I personally would rather see something I do not like but in return gain a knowledge of about the world I am living in than staying in my own comfort bubble not knowing what is currently happening in my surroundings. Everything is good in moderation and it won’t hurt to gain insight and knowledge about the world we are living in. Also it sure sounds like a breath of fresh air, in this case Chinese food, after long days of Thai food. 😀
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Thanks for sharing your thoughts! As a human being, I tend to look for information that confirms my beliefs instead of questioning whether they are right or not. I get a dopamine hit every time I see a post on Instagram that agrees with me, or well-known industry leaders speaking up the same beliefs. Then I would spend more time on Instagram, where it would recommend me similar content, and so it goes on.
I think it’s very rare that I thought to myself “maybe it’s time for me to know more about the other side” when someone disagrees with me. This filter bubble is literally making us live in our own bubble and that needs to change.
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