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Facebook will capitalize on your broken heart — just in time for Valentine’s Day

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Written by Kamil Arli

Mashable Columnist BRETT WILLIAMS claims that Facebook will capitalize on your broken heart now

 If you’re feeling totally alone in the aftermath of a traumatic breakup, don’t worry, Facebook knows what you’re going through. Like, exactly what you’re going through: When it happened, who you’re pining over, and what you’re trying to do to stave off that newly-reignited, deep-seated fear of winding up forever alone.

You know what, scratch that. You should worry. Facebook is using its insider info to coach companies on the best ways to take advantage of your broken heart through targeted marketing campaigns.

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Facebook’s crack research team found that people aren’t always filling in their relationship status with up-to-the-minute accuracy and there’s a distinct difference between being “Facebook official” and actually being together IRL. This is revelatory data, y’all.

THERE WAS ALSO AN INCREASE IN FACEBOOK VISITS IMMEDIATELY

There was also an increase in Facebook visits immediately before and after the brokenhearted updated their status to “Single,” which we can only assume is a result of the subsequent intense stalking of the ex’s profile every hour on the hour — not that I know from experience or anything.

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Daniel moves fast, guys.

Daniel moves fast, guys.

IMAGE: FACEBOOK

The social media platform’s research revealed that recovering lovers depend on social interactions to cope with the sadness. More than three quarters of respondents agreed that connecting with friends and family during the recovery period “was more important” than at other instances in their life — like when they spent every single waking moment with that one special someone and let their other relationships wither. Not to point any fingers, of course (you know who you are already).

OF PARTICULAR IMPORT FOR MARKETERS WAS THE NEWS THAT PEOPLE DONT JUST WANT TO BUY

Of particular import for marketers was the news that people don’t just want to buy new stuff to help them forget their emotional trauma — they want to actually run away from it. Data shows that users exhibited a 25 percent increase in travel-related purchases after changing their relationship status than in the month before the announcement.

 

Jokes on you, travelers — there's no outrunning a broken heart!

Jokes on you, travelers — there’s no outrunning a broken heart!

IMAGE: FACEBOOK

So what are the real takeaways here? Facebook advises its marketers to take advantage of the moments after a breakup, sliding into their newly-single lives as “part of the journey” to recovery. Essentially, the goal is to fill the void in their broken hearts with a heaping helping of consumerism.

My advice for the brokenhearted? Maybe unplug for a while if you can. Don’t let Facebook and its cadre of brands swoop in and take advantage of you on the rebound.

About the author

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Kamil Arli

Editor of DigitalReview.co. Digital Media Consultant

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