Instagram recently implemented a Facebook-like algorithm to manage what people will see in their Instagram feeds. As a result, over the past few days many of the brands you follow have likely been asking you to turn on post notifications “so you don’t miss anything.”

Please think twice before doing this.

As best as I can tell, turning on post notifications will not improve your Instagram feed. What it means is you’ll get a push message every time an account posts something. And that’s probably okay for a few accounts—your spouse, BF, GF, BFF, etc.—but you probably don’t want your phone blowing up every time someone you follow posts something.

My advice to brands? Keep posting awesome photos and videos. People really like awesome photos and videos. And you should accept the fact that eventually you’re going to have to start paying to promote your Instagram posts.

This post first first appeared on House of Mouse.