Instagram recently implemented a Facebook-like algorithm to manage what people will see in their Instagram feeds. Although initially this change will only affect the order in which content in the feed is shown, we can safely speculate that it’s only a matter of time before this algorithm begins to dictate whether or not certain posts are actually shown pushing brands into a model that more closely resembles pay-for-play.

As a result, Instagram users have seen a deluge of Instagram posts from brands in the last few days instructing them to turn on Instagram notifications so that they don’t miss any posts. If you are a brand, asking your followers to do this is a bad idea. Here’s why.

We have found no evidence to suggest that turning on post notifications will influence which posts people see in their Instagram feeds. What is most certainly means is that your followers will get a push message every time you post something.

And for most people that’s probably okay for a few accounts—their spouse, BF, GF, BFF, etc.—but they probably don’t want their phones blowing up every time you post something…especially if you post often.

Our advice to brands? Keep posting awesome stuff.  And accept that at some point you’re probably going to have to start paying to promote your Instagram posts.