Heaps of messages, millions of notifications unexpectedly popping-up, colorful ads on all sides, and millions of pictures, videos, and sounds from different browser tabs. It sounds crazy, but it’s literally what we experience every day on the Internet. It would seem that the average web user is already used to consuming and filtering fabulous amounts of information. However, our brains can also get tired. The frantic pace of changing topics, colors, and channels of perception easily leads to information overload. This, in turn, leads to burnout and other serious consequences.
Marketers and affiliates aim to attract their audiences with attention-grabbing advertisements. But what if we’re overdoing it? When do we reach the point of no return, so that the user becomes over-saturated with information and loses the sensitivity to call-to-action? That sounds creepy, not something we want to deal with. Then let’s get to the bottom of information overload, and learn how to avoid it.
What is information overload?
This phenomenon does not have a clear scientific definition, it is rather a set of different issues. But in general, we can say that information overload is a factor of the environment, which leads to situations when the increasing volume of information reduces the efficiency of its processing, analysis, and interpretation. In turn, this has consequences — physical, mental, social, political, economic, and cultural.
Information overload (also “infoxication” and “infobesity”) occurs when we are bombarded with so much information that it becomes difficult to process it and make decisions. Keep in mind that our brain’s ability to process information is limited. When we receive too much data simultaneously, we can feel stressed.
Overload can also result from conflicting information or “future shock” — information showing that our current reality is significantly different from what we expect, so we can’t cope with this expectation-reality gap.
Girl covered with a wind of email
What causes information overload?
Initially, information overload, as a rule, was faced by scientists and specialists working with large amounts of information. However, in the information era, this problem affects almost everyone. More than 76% of OpenText survey respondents say that information overload contributes to their daily stress. Such an issue is caused by a number of factors listed below.
A large amount of available information
As of 2020, 64.2 zettabytes of data were created and consumed worldwide. This number is expected to grow to more than 180 zettabytes by 2025. By comparison, one zettabyte equals one trillion gigabytes.
Media multitasking
With multiple devices in our homes and pockets, we often do several things at once. For example, watching TV, checking emails, and surfing the Internet. Since multitasking is done unconsciously and permanently, in most cases the human brain is suffering in coping with such a workload.
Social media
Social media platforms such as Twitter, Facebook, and Instagram are designed to hold our attention for as long as possible. As a result, we often see content we weren’t even looking for, simply because social media offers something they think we’ll like.
Passive info consumption
In the past, we had to actively seek information by going to the library and reading newspapers. In the information age, content comes to us in the form of notifications and emails. All of this leads to mindless consumption of information.
Reliable and fast access to knowledge
The Internet allows us to find information on almost any topic around the clock. Choosing truly important information can be quite difficult. Numerous open tabs can cause feelings of fatigue, FOMO (fear of missing out), or simple stress.
Prevention of information overload
Since the problem of information overload is not yet well understood, there is no universal solution to prevent it yet. However, you can take steps to reduce the amount of information you receive and manage it better. Here are some tips from experts in media literacy and information hygiene:
Filter sources of information
Writer and media environment researcher Clay Shirky once said: “There is no information overload, there is filter failure”. We filter out information one way or another because it is impossible to process everything that comes to our minds. When the overload is felt to be increasing, we are forced to filter even harder.
Filtering happens in different ways. The most common is to regulate subscriptions. Try to approach the matter more consciously — unsubscribe, for example, specifically from excessive information about strangers or unfamiliar people, offensive humor, aggressive and negative news, etc.
Search purposefully
When you need to find something, be specific in your search. The more information you try to absorb at once, the more likely you are to feel overwhelmed. Instead of a general Google or Safari search, focus specifically on what you’re looking for. This will help you find the information you need and not get lost in it.
Manage your data
Create a personal knowledge management system. For example, add articles of interest to your bookmarks or use a note-taking app. This will help you process information more efficiently, put off what you want to see for later, and save short-term memory.
Set boundaries and block out distractions
After noticing that information overload is affecting your productivity, it’s important to set boundaries. Turn off messenger and email notifications. Let your colleagues know when you shouldn’t be disturbed. Don’t clutter your brain with another pop-up corporate email when you’re trying to focus on another case.
Take breaks and allow yourself to be lazy
Give yourself a break from the constant flow of information. Turn off your smartphone, get up from your desk, and do something else for a few minutes. Get some fresh air, go for a walk, or talk to someone.
Moreover, be sure to set aside time to do nothing. This can be difficult in today’s society. Nevertheless, it’s essential to be able to relax at the end of the day and give your brain a break from information overload. Allow yourself to disconnect from the outside noise.
Practice mindfulness
Practicing mindfulness will also help you cope with information overload. Instead of worrying about the future, focus on the present. When you are aware, you are aware of your thoughts and emotions without judging them. Becoming more open to information and less overwhelmed by it will make it easier for you to think critically.
Try digital detox or digital Shabbat
These activities consist of a deliberate refusal to use the Internet at a certain time, and a focus on offline life values and activities in the first place. Both of these movements criticize the society of overconsumption and observe information overload as an imposed consumption of information.
Digital detox proposes to use digital technologies only as tools and not to give a special value to being in a digital environment. Hence, the motto — disconnect to reconnect. The digital Sabbath is less categorical and suggests that once a week we disconnect from the digital environment to be with the closest people — to drink wine, burn candles, talk about important things, and not use devices.
Final thoughts
Today we have access to far more knowledge than ever before. Rapid technological advances have made information readily available. This has both advantages and disadvantages. Among the serious consequences of information overload are impaired memory and attention, decreased productivity, increased stress levels, sleep problems, dependence on technology, and more. For marketers and affiliates, however, this issue can potentially cause a significant drop in profits. If Internet users feel the stress of being online, no advertising campaign will be effective. That is why we can prevent information overload, both for ourselves and for our audience.
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