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<ul><li><keyword id="819905" type="General" weightage="100" keywordseo="instagram" source="Orion">Instagram</keyword> is currently down for several users across the world.</li><li>Instagram has also suspended accounts of several users for violating community guidelines.</li><li>This comes just a few days after WhatsApp faced technical issues and was down for several hours.</li></ul>Just a few days after popular messaging app WhatsApp was down for a few hours, another app from Meta has started facing issues. Users across the world have reported issues with Instagram, with several accounts being suspended. Social media apps such as Twitter and Facebook have been flooded with reports by users that either their account has been suspended or they are unable to use the app. Instagram has acknowledged the issue in a <a href="https://twitter.com/InstagramComms/status/1587085563794018305">tweet</a>, saying that they are aware about the issue and working on it. “We're aware that some of you are having issues accessing your Instagram account. We're looking into it and apologize for the inconvenience,” Instagram said in a tweet. <cmsannotation type="cmsannotation" annotationid="Account suspended" comment="subhead" text="Account suspended">Account suspended</cmsannotation> Several users have received a notification from Instagram that their account has been suspended. The notifications read – “We suspended your account on October 31, 2022.” Users have been given 30 days to disagree with the decision and request a review. The notification reads that the account has been suspended as it “doesn’t follow our community guidelines.” As Instagram has already confirmed that it is facing an issue, users need not worry if their account has been suspended and they have received such a notification. <cmsannotation type="cmsannotation" annotationid="Users report they have lost followers" comment="subhead" text="Users report they have lost followers">Users report they have lost followers</cmsannotation> Several users have also reported they have lost many of their followers. <keyword id="18001" type="General" weightage="50" keywordseo="cristiano-ronaldo" source="Orion">Cristiano Ronaldo</keyword>, the most followed person on Instagram has reportedly lost over 2 million followers today. SEE ALSO: <a href="https://www.businessinsider.in/tech/apps/news/here-are-some-features-users-want-elon-musk-to-add-to-twitter/articleshow/95200755.cms">From longer tweets to proper verification of users, here are some of the Twitter features we want Elon Musk to introduce</a> <a href="https://www.businessinsider.in/tech/apps/news/whatsapp-down-users-across-the-world-are-reportedly-not-able-to-send-and-receive-messages/articleshow/95075347.cms">WhatsApp down – users across the world are reportedly not able to send and receive messages</a> <a href="https://www.businessinsider.in/tech/news/some-iphones-and-ipads-may-be-vulnerable-to-attackers-warns-indias-cyber-security-watchdog/articleshow/95114233.cms">Some iPhones and iPads may be vulnerable to attackers, warns India's cyber security watchdog</a>

Instagram outage results in suspended accounts and users losing followers

Hi! The Golden Arches are getting a makeover! (Sort of.) McDonald's has been tight-lipped with details about its new restaurant concept, CosMc's. <a style="text-decoration: underline;" href="https://www.businessinsider.com/see-mcdonalds-new-cosmcs-restaurant-2023-11">Here's what we know so far</a>. In today's big story, we're looking at why Instagram is <a style="text-decoration: underline;" href="https://www.businessinsider.com/instagram-scandal-crisis-era-mark-zuckerberg-lawsuit-child-predator-report-2023-11">having a tough go of it</a> after a series of damning reports.What's on deck: <ul><li>Markets: <a style="text-decoration: underline;" href="https://markets.businessinsider.com/news/bonds/recession-outlook-bond-stock-market-economy-states-contracting-gdp-growth-2023-11">US states' economies aren't looking promising</a> for people betting against a recession.</li><li>Tech: Inside the <a style="text-decoration: underline;" href="https://www.businessinsider.com/microsoft-war-over-israel-hamas-gaza-war-satya-nadella-2023-11">employee infighting at Microsoft</a> over the war in Gaza.</li><li>Business: A recruiting manager shares <a style="text-decoration: underline;" href="https://www.businessinsider.com/3-things-to-lie-about-in-an-interview-2023-11">when it actually pays to lie during a job interview</a>.</li></ul>But first, Reels is reeling.If this was forwarded to you, <a href="https://www.businessinsider.com/subscription/newsletter/insider-today">sign up here.</a><h2>The big story</h2>Insta algo issues<a href="https://www.businessinsider.com/subscription/newsletter/insider-today"></a><a href="https://www.businessinsider.com/instagram-scandal-crisis-era-mark-zuckerberg-lawsuit-child-predator-report-2023-11"></a><div type="image" title="Instagram badge" height="1666" width="2222" msid="105570097" hostid="261" sizebytes="125208"></div>The past few days have not been kind to Instagram.First came newly unsealed documents alleging Meta, the app's parent company, knowingly <a style="text-decoration: underline;" href="https://www.businessinsider.com/meta-millions-underage-users-open-secret-states-say-2023-11">has millions of users under the age of 13 on Instagram</a>. The complaint, filed by 33 states and first reported by <a style="text-decoration: underline;" href="https://www.nytimes.com/2023/11/25/technology/instagram-meta-children-privacy.html" target="_blank" rel="noopener">The New York Times</a>, also claims Meta <a style="text-decoration: underline;" href="https://www.businessinsider.com/meta-downplayed-harmful-content-on-platforms-via-public-reports-2023-11">protected the information from being disclosed to the public</a>.Things only got worse when a <a style="text-decoration: underline;" href="https://www.wsj.com/tech/meta-instagram-video-algorithm-children-adult-sexual-content-72874155?mod=hp_lead_pos7" target="_blank" rel="noopener">Wall Street Journal report</a> detailed how Instagram's Reels, its short-form video platform, pushed "risqué footage of children as well as overtly sexual adult videos" to accounts following children influencers on Instagram. The content also appeared alongside ads from major brands, according to tests conducted by WSJ.Business Insider's Katie Notopoulos has a rundown on how a relatively scandal-free summer for Meta <a href="https://www.businessinsider.com/instagram-scandal-crisis-era-mark-zuckerberg-lawsuit-child-predator-report-2023-11">has erupted into a full-blown crisis at Instagram</a>. The concerns raised over Reels couldn't come at a worse time. Executives <a style="text-decoration: underline;" href="https://www.businessinsider.com/meta-stock-earnings-call-q3-report-2023-10#all-eyes-on-metas-2024-expense-guidance-as-wall-street-sees-100-billion">highlighted successful monetization efforts for Reels</a> during Meta's most recent earnings report. UBS also noted Reels was <a style="text-decoration: underline;" href="https://www.businessinsider.com/meta-stock-earnings-call-q3-report-2023-10#ubs-says-reels-on-instagram-is-outperforming-tiktok">even outperforming TikTok</a>. And the fix for Instagram's Reels might not be simple or one Meta's willing to make. Trying to stop Instagram from recommending harmful content to people interested in it requires "significant changes to the recommendation algorithms that also drive engagement for normal users," the WSJ reported, citing conversations with current and former Meta employees. Meanwhile, company documents indicated Instagram's safety staffers "are broadly barred from making changes to the platform that might reduce daily active users by any measurable amount," WSJ also reported.<a href="https://www.businessinsider.com/instagram-scandal-crisis-era-mark-zuckerberg-lawsuit-child-predator-report-2023-11"></a><div type="image" title="Instagram app logo in front of a purple background and dollar signs" height="1500" width="2000" msid="105570098" hostid="261" sizebytes="113886"></div>The WSJ's report illustrates a broader issue the ad industry is grappling with.On the one hand, much attention has been given to <a style="text-decoration: underline;" href="https://www.businessinsider.com/elon-musk-antisemitic-post-could-cost-x-millions-advertiser-revenue-2023-11">ensuring ads appear with the right content</a>. The problem has gotten so big that two companies focusing specifically on brand safety — Integral Ad Science and DoubleVerify — have grown in prominence, <a style="text-decoration: underline;" href="https://www.businessinsider.com/author/lauren-johnson">Lauren Johnson</a>, Business Insider's senior advertising reporter, told me. But at the same time, advertising agencies are under incredible pressure these days, Lauren added. Ad spend has never fully recovered since the onset of the pandemic, meaning companies have to do more with less. That's why generative AI tools are considered significant for the industry. (Here's a rundown of <a style="text-decoration: underline;" href="https://www.businessinsider.com/generative-ai-adtech-startups-2023-11">12 interesting startups in the space</a>.) But, handing control over to AI comes with risks. Meta and Google are both investing heavily in AI tools. Google's Performance Max, which uses AI to place ads, has frustrated some agencies because they can't control where Google's AI decides to place ads, making it hard to track and measure, <a style="text-decoration: underline;" href="https://www.businessinsider.com/google-ai-boosts-ad-performance-but-some-advertisers-push-back-2023-11">Lauren previously reported</a>.All of that puts the ad industry in a juxtaposition. Be as efficient as possible with a limited budget while not handing over the reins to technology it doesn't fully understand or control.<h2>3 things in markets</h2><a href="https://markets.businessinsider.com/news/bonds/recession-outlook-bond-stock-market-economy-states-contracting-gdp-growth-2023-11"></a><div type="image" title="Joe Biden" height="3561" width="4748" msid="105570100" hostid="261" sizebytes="563372"></div><ul><li>The markets are betting against a recession. US states' economies tell a different story. Over the past three months, 27 states have seen their economies shrink compared to only 16 states exhibiting growth, according to data from the Philadelphia Federal Reserve. <a style="text-decoration: underline;" href="https://markets.businessinsider.com/news/bonds/recession-outlook-bond-stock-market-economy-states-contracting-gdp-growth-2023-11">Here's who is up and down</a>.</li><li>These charts show why defaults are on the rise. Economists at Apollo Management said a default cycle has started. These charts outlining the bankruptcy filings and the share of high-yield bonds maturing <a style="text-decoration: underline;" href="https://markets.businessinsider.com/news/bonds/default-cycle-bankruptcies-fed-interest-rates-high-yield-debt-costs-2023-11">show how severe the situation is</a>. </li><li>Bank of America says rate cuts are coming. The bank predicts <a style="text-decoration: underline;" href="https://www.businessinsider.com/interest-rates-when-will-federal-reserve-cut-bank-of-america-2023-11">the Fed will cut interest rates in the middle of 2024</a>. It's also bullish on the Fed's plan to nail a soft landing, avoiding a recession entirely.</li></ul><h2>3 things in tech</h2><a href="https://www.businessinsider.com/microsoft-war-over-israel-hamas-gaza-war-satya-nadella-2023-11"></a><div type="image" title="A Microsoft logo is being shattered, with the Israel and Palestinian flags overlaid on top." height="1000" width="2000" msid="105570103" hostid="261" sizebytes="68402"></div><ul><li>Inside Microsoft's war over the war in Gaza. Internal <a style="text-decoration: underline;" href="https://www.businessinsider.com/microsoft-war-over-israel-hamas-gaza-war-satya-nadella-2023-11">Microsoft posts and emails</a> reviewed by BI offer a window into the anger and vitriol that workplaces across America grapple with as the war escalates. Microsoft has actively attempted to regulate the internal debate. But its moves have only further inflamed tensions.</li><li>Meet the Climate Action 30. These are 30 of the top global leaders working toward climate solutions in 2023. The list includes academics, scientists, activists, influencers, corporate executives, entrepreneurs, <a style="text-decoration: underline;" href="https://www.businessinsider.com/climate-action-30-global-leaders-climate-solutions-2023-11">and other industry leaders</a>.</li><li>Broadcom lays off VMware employees after closing its $69 billion acquisition. Some employees learned on Monday that their <a style="text-decoration: underline;" href="https://www.businessinsider.com/broadcom-vmware-layoffs-employees-face-job-cuts-acquisition-2023-11">positions would be eliminated</a>. Before the deal closed, VMware had already started cutting jobs.</li></ul><h2>3 things in business</h2><a href="https://www.businessinsider.com/3-things-to-lie-about-in-an-interview-2023-11"></a><div type="image" title="online survey job interview checklist questionnaire" height="3412" width="4550" msid="105570106" hostid="261" sizebytes="214008"></div><ul><li>The three things you should lie about during your job interview. A recruiting manager warned candidates to think carefully before answering <a style="text-decoration: underline;" href="https://www.businessinsider.com/3-things-to-lie-about-in-an-interview-2023-11">these three questions</a>: Why did you leave your last job? Why do you want the job? And where do you see yourself in the future?</li><li>Think carefully before you relocate for a new job. An Amazon senior leader warns people that they might regret relocating. The company you're making the risky move for <a style="text-decoration: underline;" href="https://www.businessinsider.com/relocating-for-job-reasons-why-not-move-work-2023-11">might not appreciate the sacrifice you made</a> — especially during layoffs.</li><li>Here are four things that set disruptive go-getters apart. A major takeaway is that there's no one path to success. But <a style="text-decoration: underline;" href="https://www.businessinsider.com/how-to-build-wealth-lessons-entrepreneurs-millionaires-financial-independence-interviews-2023-11">common threads</a> include that who you hang around matters and that building something isn't glamorous.</li></ul><h2>In other news</h2><ul><li><a href="https://www.businessinsider.com/gen-z-how-to-manage-nine-to-five-work-schedule-2023-11">No worries, Gen Z! I hated the 9-to-5 work schedule, too. This simple mindset shift changed everything</a>.</li><li><a href="https://www.businessinsider.com/fast-food-isnt-cheap-anymore-2023-11">Fast food isn't cheap anymore</a>.</li><li><a href="https://www.businessinsider.com/data-center-noise-disruptions-loudoun-county-virginia-2023-11">Virginia's "Data Center Alley" residents say an eerie hum is keeping them up at night</a>.</li><li><a href="https://www.businessinsider.com/easyjet-ceo-johan-lundgren-career-airlines-travel-industry-ryanair-2023-11">He wanted to be a trombone player. Instead, he ended up as CEO of one of the world's biggest airlines</a>.</li><li><a href="https://www.businessinsider.com/ukraine-unit-converts-soviet-weapon-kill-dozens-russians-at-once-2023-11">Ukraine turned a Soviet antiaircraft gun into a deadly ground weapon that can kill dozens of soldiers at a time, report says</a>.</li><li><a href="https://www.businessinsider.com/quit-dream-job-jpmorgan-banking-not-for-me-singapore-2023-11">I spent years working toward my dream job at JPMorgan in Singapore. But two years after I got it, I quit — here's why</a>.</li><li><a href="https://www.businessinsider.com/meta-amazon-nvidia-companies-hiring-generative-ai-jobs-talent-2023-11">From Nvidia to Meta, these nine companies are hiring the most generative AI talent</a>.</li><li><a href="https://markets.businessinsider.com/news/stocks/stock-market-outlook-fomo-rally-1-trillion-money-market-funds-2023-11">CHART OF THE DAY: Fear of missing out may heat up market rally even more after $240 billion fled stocks and $1 trillion flowed to safer bets</a>.</li></ul><h2>What's happening today</h2><ul><li>It's Giving Tuesday. The global observance is meant to celebrate generosity.</li><li>Happy National French Toast Day. It's meant to honor the breakfast dish and encourages people to eat it whenever they want.</li><li>Earnings today: Intuit, CrowdStrike, Hewlett Packard Enterprise, <a style="text-decoration: underline;" href="https://markets.businessinsider.com/earnings-calendar">and other companies</a>.</li></ul><h2>For your bookmarks</h2>Costco holiday recs<a href="https://www.insider.com/best-things-at-costco-for-holidays-from-employee-2023-11"></a><div type="image" title="Producers eggnog; Gingerbread house kit at Costco" height="900" width="1200" msid="105570107" hostid="261" sizebytes="148294"></div>Costco employee shares the 10 things they're buying from the wholesaler this holiday season. Her <a style="text-decoration: underline;" href="https://www.insider.com/best-things-at-costco-for-holidays-from-employee-2023-11">shopping list</a> includes the Modern Gourmet cocoa caddy and Squishmallows ornaments.The Insider Today team: <a href="https://www.businessinsider.com/author/dan-defrancesco">Dan DeFrancesco</a>, senior editor and anchor, in New York City. <a href="https://www.businessinsider.com/author/diamond-naga-siu">Diamond Naga Siu</a>, senior reporter, in San Diego. <a href="https://www.businessinsider.com/author/hallam-bullock">Hallam Bullock</a>, editor, in London. <a href="https://www.businessinsider.com/author/lisa-ryan">Lisa Ryan</a>, executive editor, in New York.

Instagram's crisis highlights the bigger issues the entire ad industry is facing

<ul class="summary-list"><li>Hitting the gym is good step to getting fit, but common mistakes can make workouts less effective. </li><li>A personal trainer said people often skip warm-ups, copy Insta workouts, or use the same weight.</li></ul>Common workout mistakes can stall your progress and prevent you from making gains, according to a gym owner.Jennifer Scherer, certified personal trainer and owner of <a href="https://www.fburgfitness.com/about" target="_blank" rel="noopener">Fredericksburg Fitness Studio,</a> told Insider that she often sees people making simple errors that reduce the effectiveness of their workouts. "People don't have a clue about what a workout should include. They need guidance and accountability," Scherer said. While just walking into the gym is a good first step, you can make the most of your sessions by avoiding issues like skipping your warm-up, doing random exercises, and using the same weight over time, she said. <h2>Mistake 1: not having a plan</h2>Scherer said the biggest mistake she sees is people doing exercises seemingly at random, which can lead to limited results or even injuries. Start by identifying your goals, then assess what types of exercise might help you achieve them, while being realistic about your time commitment and current <a href="https://www.insider.com/train-for-fitness-level-maximize-muscle-gains-trainer-advice-2022-3">fitness level</a>, she said. Ideally, it's worth investing in <a href="https://www.insider.com/signs-of-a-bad-personal-training-session-expert-advice-2021-10">good personal trainer</a> to help you learn the basics of proper form even if you plan to train on your own, Scherer added.<h2>Mistake 2: using the same weight and reps every workout</h2>A common side effect of not planning your workouts is doing the exercises, weights, and reps every session, which will quickly stop being effective, according to Scherer. In order to build strength and muscle, you need to continually challenge your body over time, a principle known as <a href="https://www.insider.com/progressive-overload-fitness-meaning-and-how-to-do-it-2021-1">progressive overload</a>. "When you feel like a workout is starting to get easy, it's time to increase the weight," she said. <h2>Mistake 3: skipping a warm-up and cooldown </h2>To save time, you may be tempted to start your workout as soon as you hit the gym, and bail once you're done — but that can make your session more injury-prone and less productive, Scherer said. "I see people just jump into weights without <a href="https://www.insider.com/warm-up-mistakes-do-not-stretch-cardio-before-a-workout-2021-11">warming up</a>. You're going to get more muscle activation if you start by elevating your body temperature and working through all the planes of motion first," she said. Similarly, you're missing out on some benefits if you leave the gym before cooling down. Taking some time for slow, restorative movement post-workout can improve your energy and <a href="https://www.insider.com/active-recovery-strategies-reduce-muscle-soreness-boost-muscle-gains-2021-12">reduce soreness</a> to get you back at it faster, according to Scherer. "You need to bring heart rate down, allowing the muscles to return to a resting state," she said. <h2>Mistake 4: worrying about how you look </h2>"Gymtimidation" is a real thing, and Scherer said people often miss out on workouts or effective exercises because of what other people might think.Movements like a plie squat or deadlift may feel odd to a beginner, but the benefits are worth the initial nervousness. Elite athletes say the trick to overcoming <a href="https://www.insider.com/how-to-reduce-gym-anxiety-brooke-ence-crossfit-wonder-woman-2021-4">gym anxiety</a> is to realize that no one is looking at you, since they're probably too busy trying to get a good workout themselves. <h2>Mistake 5: copying what you see online</h2>Following an influencer's eye-catching routine is more likely to lead to injury than progress, according to Scherer. Flashy moves like box jumps or Olympic weightlifting require technique and practice to perform safely and effectively, so stick to simpler exercise with good form unless you have a coach, she said. Influencers often also emphasize fad diets and shady supplements, distracting you from basic healthy habits like <a href="https://www.insider.com/bodybuilder-dietitian-shares-tips-for-eating-protein-to-build-muscle-2023-3">good nutrition</a> and sleep that are key to fitness gains. "What works in the long run is something that you enjoy doing that's safe and appropriately challenging," Scherer said. "Everyone's body and goals are different. You have to find what works for you."

I'm a gym owner, and these are the 6 common mistakes preventing people from reaching their fitness goals

<ul><li>The cases of <keyword id="653892" type="General" weightage="20" keywordseo="Seasonal-influenza" source="Orion">seasonal influenza</keyword> saw a steep rise this post-monsoon season, as compared to the last 2-3 years, say doctors and experts.</li><li>However, it is to be noted that <keyword id="43489" type="General" weightage="20" keywordseo="swine-flu" source="Orion">swine flu</keyword>, <keyword id="8763838" type="General" weightage="20" keywordseo="Covid-19" source="Orion">Covid-19</keyword> and seasonal influenza have a few similar symptoms.</li><li>Influenza can cause severe illness or death, particularly among high risk groups.</li></ul>Seasonal in<keyword id="43544" type="General" weightage="20" keywordseo="flu" source="Orion">flu</keyword>enza, commonly known as ‘flu’ is a viral infection that attacks lungs, nose and throat. The cases of flu saw a steep rise this post-monsoon season as compared to the last 2-3 years, say doctors and experts. However, it is to be noted that swine flu and seasonal influenza are totally different but exhibit similar symptoms. Swine flu or <keyword id="46531" type="General" weightage="20" keywordseo="H1N1-virus" source="Orion">H1N1 virus</keyword> is caused by the H1N1 virus. Whereas, the virus which causes the seasonal flu changes every year and season. <cmsannotation type="cmsannotation" annotationid="What is seasonal influenza?" comment="subhead" text="What is seasonal influenza?">What is seasonal influenza?</cmsannotation> Seasonal influenza is an acute respiratory infection caused by influenza viruses which circulate in all parts of the world. It is a self-limiting disease and causes illnesses that range in severity and sometimes lead to hospitalization and death, according to the <keyword id="43588" type="General" weightage="50" keywordseo="world-health-organization" source="Orion">World Health Organization</keyword> (WHO). High risk groups like children, elderly, pregnant women, health workers and those with serious medical conditions are more vulnerable to this disease. Worldwide, these annual epidemics are estimated to result in about 3-5 million cases of severe illnesses, and about 290,000-650,000 respiratory deaths, as per WHO. In temperate climates, seasonal epidemics occur mainly during winter, while in tropical regions, influenza may occur throughout the year, causing outbreaks more irregularly. The seasonal influenza transmits rapidly in crowded areas including schools and nursing homes. When an infected person coughs or sneezes, droplets containing viruses are dispersed into the air and can spread up to a distance of one meter, and infect persons in close proximity who breathe them in. <cmsannotation type="cmsannotation" annotationid="Is flu similar to Covid-19?" comment="subhead" text="Is flu similar to Covid-19?">Is flu similar to Covid-19?</cmsannotation> No, the flu is not similar to Covid-19 but has some common symptoms. “Seasonal influenza doesn’t spread as easily as <keyword id="8764262" type="General" weightage="80" keywordseo="covid" source="Orion">Covid</keyword>. It has a smaller isolation period and generally doesn’t cause any complications as Covid, depending upon the patient,” said Dr Kirti Sabnis, infectious disease specialist, Fortis Hospital - Kalyan and Mulund. Covid-19 is caused by the coronavirus and its isolation period is anywhere between 14-17 days. The common symptoms between Covid and seasonal flu are fever, fatigue and dry cough. <cmsannotation type="cmsannotation" annotationid="How can one stop it from spreading?" comment="subhead" text="How can one stop it from spreading?">How can one stop it from spreading?</cmsannotation> “We must watch out for flu-like symptoms like fever, cough, sore throat, fatigue and body ache. One must follow simple steps like throwing away the tissue used for sneezing or coughing, and follow normal hygiene guidelines,” Dr Aditya S Chowti, Senior Consultant — internal medicine, Fortis Hospital, Bangalore. There are also vaccines available in the market for influenza. “The best precaution for influenza to reduce the complication or reduce the spread is to get a vaccination. The dose has to be taken once in a year,” Dr Sabnis added. Patients should monitor themselves, and if their condition deteriorates, they should seek medical attention. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/personal-finance/news/nearly-62-health-insurance-policy-holders-surveyed-saw-their-premiums-increase/articleshow/93772339.cms">Nearly 62% health insurance policy holders surveyed saw their premiums increase</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/tech/enterprise/news/practos-insta-says-its-saas-transition-will-help-reduce-costs-by-4x/articleshow/93769317.cms">Practo’s Insta says it’s SaaS transition will help reduce costs by 4x</a>

Seasonal influenza cases rising in India — here’s what we know so far about the flu

<ul><li>Marketing has always been about understanding how a consumer reacts to certain triggers and how brands can use that to influence them.</li><li>After the year 2020 turned the marketing world upside down, brands and businesses of all sizes had to reimagine their communication strategies and evolve with the rapidly changing times.</li><li>Brands started offering a helping hand to consumers by leveraging their social media presence to either amplify citizens’ SoS for ICU beds or to spread awareness around vaccination registration.</li><li>In 2021, the focus shifted primarily to digital channels owing to the pandemic.</li><li>As we enter a new year with a lot of hope and optimism for the future, we speak to a few brands to discuss how the pandemic impacted their marketing activities and what the future holds for marketing.</li></ul>After months of multiple nationwide lockdowns in 2020 and living and working in isolation, the Indian <keyword id="11095746" type="General" weightage="20" keywordseo="marketing-ecosystem" source="Orion">marketing ecosystem</keyword> started preparing for a new future. Brands decided to pause, reflect, rework their strategies and most importantly, prioritise consumer interest. They focused on creating more enhanced consumer experiences online as we all waited to physically get back to our ‘normal’ lives. A few brands decided to reach out to people who were crying for help and many brands swallowed their pride, kept aside fierce rivalry and started uplifting their competitors in social media posts instead -- even burger and cola wars stopped. Consumers started yearning for stories that uplift and inspire them to keep going in the otherwise gloomy times. There was a new-found appreciation for empathetic advertising and nostalgia marketing in the brandverse, which continued in 2021. Brands delivered some hope and delight with every post and advertisement. They also started speaking one-on-one with their consumers across social media channels more than ever and delivered on what is asked of them because GenZ and Millennials are quick to call out unconnected brand purposes. Brands also moved along with the great digital migration of consumers and expanded their digital presence. They also factored in the massive economic upheavals due to the pandemic and offered value-based deals. They engaged with consumers on smart devices and interfaces across the home, expanded their media mix to include virtual reality, video conferencing platforms and video gaming platforms. This year’s Ipsos and Tetra Pak report found that the personal, economic and environmental fragility experienced during the global pandemic has created a shift from more passive concern to active caretaking -- driven by the desire to protect ourselves, our communities and the security of the planet. People are being more proactive in making the right purchases – for their own wellbeing and for the environment around them. This includes dietary choices and recycling more and reducing waste. As a result, we have seen more eco-friendly product and packaging launches this year. The concern for the environment will only grow stronger and brands will be expected to align themselves with a larger purpose. With a new-found appreciation for life and altered perspectives towards marketing, we reached out to Indian brands from different sectors to find out what are some of the trends that they expect to see in 2022. Here is what they said: Pankaj Sharma, Director – Consumer Products Division, L’Oréal India: Indian beauty consumers have become more discerning as they move between online + offline buying and experiencing paradigms. And in this journey, eCommerce will continue to play a big role in driving beauty in India. It has created more opportunities for consumer experience and demand fulfillment. The initiatives like live streaming, e-BAs, Video-Content on DIY have enabled new touchpoints. This has allowed more specific media and activation plans for each region, depending on the festive peaks. For example, at L’Oréal India, we used Insta-Festive as one of our umbrella themes and could do insta-diwali, insta-pujo, insta-karwa, insta-onam as activation points to engage with consumers on e-commerce and digital with the power of data. Apart from targeting festive occasions, we are moving towards occasion-led purchases, celebrating personal milestones of life. Hence beauty brands are sending out relevant brand communications throughout the year, with the same rigor, as one would have done during the festive season before. The festive season, however, still sees an uptick in purchases and offers a variety of formats to give consumers what they’re seeking. Raunika Malhotra, President - Marketing &amp; Corporate Communications, Lodha: In the coming year, I see stakeholder marketing becoming increasingly relevant. It essentially means working towards creating value for all stakeholders that include customers, employees, vendors, communities, natural capital, cities, etc. The other trend that we will witness is the increased use of analytics and data scientists in marketing communication and performance. Lastly, the pandemic has made people more conscious of the community and the environment at large. They are looking to engage with brands with shared values of doing good for the society and the planet. Abhishek Shahabadi, Vice President &amp; Portfolio Head, Scotch and Premium Whites Diageo India: There’s been good momentum on Diageo India brands in 2021, despite operational challenges due to pandemic led restrictions. This is attributed to the growing trend of ‘at-home drinking’. The off-trade salience increased to 88% compared to 73% in the pre-pandemic phase, as individuals were constrained to more intimate drinking occasions at home. We see at-home drinking as a strong trend coupled with the growth of outdoor experiences in 2022 as the market opens. Keeping this in mind, Diageo India continues to strengthen its in-home play through off-trade and digital along with influencer engagement to embrace ways to make at-home drinking experiences more enjoyable. Arnab Roy, Vice President, Marketing, Coca-Cola India &amp; Southwest Asia: While this year has tested the thinking and resilience of brands worldwide, going forward, we hope that the pandemic continues to regress and we get the real magic back into our lives. As people step out of their homes more often, they will be looking out for more real activities like watching blockbusters at multiplexes, visiting their favourite food “gullies” and travelling more frequently with their loved ones. Post COVID we are also seeing a trend where people are more experimentative and open to new genres of music, food, sports and entertainment. It is thus imperative for brands to deliver integrated experiences at a global scale with the agility, speed and data-driven insights that are required to win locally. Ramesh Kalyanaraman, Executive Director – Kalyan Jewellers: Gold has always been a preferred consumption item for Indians and in the post COVID-19 era, it has also emerged as one of the safer and more lucrative long-term assets. The dynamic market scenario and uncertainty caused by the COVID-19 pandemic led to renewed interest from younger consumers who bought into the idea of gold jewellery, for the first time. Today’s young consumers or millennials consider jewellery as a fashion statement and a style symbol that will go with their sensibilities and help them showcase their true self. Because of this, it has become increasingly critical for jewellery companies to keep up with newer trends and address the changing sensibilities and consumer preferences in this ever-evolving business environment. To address the ongoing digital transformation in India’s jewellery industry, we are focusing on creating a holistic ecosystem, strengthening our omnichannel strategy and making the ‘phygital’ model more seamless. Over the past few years, we have been making consistent investments in developing and leveraging technology to offer convenient solutions to customers for purchasing jewellery or investing in gold. As a result of this, we were well-positioned to adapt to this digital transformation and ventured into newer product categories such as Digital Gold as well as explored newer avenues to reach our customers by introducing services such as Gold Ownership Certificate and LIVE Video Shopping facility, which allowed customers to browse through and purchase jewellery at the comfort of their homes. One of the biggest trends that have emerged out of the nationwide lockdown is an enormous increase in the screen time spent by Indians across digital platforms. In line with this, brands have aligned their marketing budgets towards digital, social media &amp; OTT, especially for including new content. Following this, we have introduced temporary changes to our media mix with a more digital-centric approach, which is a key to making the most during this quarter. With 2022 around the corner, we aim to continue moving forward on this growth trajectory and register consistent growth while widening our consumer base. Kartik Johari, Vice President - Marketing &amp; Commerce, Nobel Hygiene: 2022 will be the golden year for great marketeers, as content will reign supreme. We are drowning in a glut of content, be it 10 sec Reels, to full-blown documentaries. Consumers on the other hand are oscillating between anxiety, fright and boredom. The challenge is up to us, to create content that can engage, reassure, add value and be honest. It is so important to keep a track of how many people the content reaches, who engages, and what they say. We have never had so much data on our interactions and it is time we start using data better! It should be an interesting year for strong brand teams. Ketan Kulkarni, Chief Commercial Officer, Blue Dart: The world has acclimatized to the ‘new normal’ and what seemed to be the most challenging obstacle of 2020, has now enabled us to prepare for any unprecedented events that could cause business disruptions in the future. A major factor in actualizing this is agility driven by technology and automation. The role of logistics has been highlighted over the last two years given our industry’s essential service status and this has only been possible because of the technology-based solutions adopted by resilient players. 2022 will definitely see an enhancement in the ‘Technology-led transformation’ that we are witnessing today. Digitalization across the supply chain from first mile to last mile is the future of the industry; technology enabling near-autonomous facilities, robotics, drone-delivery systems, and 3D/additive manufacturing are going to be adopted very quickly. The reason is, in the event of another unprecedented crisis, organizations would want to ensure ‘business-as-usual’ to cause minimal business disruptions. The underlying theme of 2022 would revolve around creating business models that will survive in a ‘less-contact’ society. Amrinder Singh, Director, Bonn Group of Industries: It's been a fantastic year of change and recovery for both consumers and businesses. Consumers prioritised their safety while dealing with illness, job loss, lack of available products and services. Anticipating change and adapting for future challenges accordingly can help enterprises see around corners and plan effectively for the post-pandemic consumer. Businesses are riding on the pandemic-accelerated digital transformation wave and the trend is likely to continue. Around 80% of companies are allocating resources to improving their e-commerce and shopping platforms. This includes a full 60% investment in their digital direct-to-customer (DTC) channels. The digital shift also includes transforming internal capabilities and creating efficiencies with the help of technology. The future of retail will be omnichannel shopping or phygital retail. New technologies will continue to transform the retail sector with rapid change and innovation. Retail consumers will expect frictionless and tech-enabled experiences. As retailers and manufacturers embrace a direct-to-consumer model through e-commerce, traditional marketing channels will continue to blur. Satish NS, Senior Vice President, Sales and Marketing, Haier Appliances India: Today, hyper-personalization is inevitable for brands to get closer to their consumers. More than ever before, brands need to work on identifying and nurturing relevant cohorts for the business and reach out to them with tailored content that strikes an instant connection between the brand and its consumers. Since digital gives us the liberty to phenomenally reduce the distance between a brand and its customers, it’s important to create critical touchpoints along the consumer journey that will enable a more immersive brand experience with a 360-degree approach. Moreover, leveraging creative strategies on digital to deliver business impact will continue to become even more important in the coming years. Next year, we will also see an uptick in brands that will be experimenting big with performance marketing tools to help drive better ROI for the business. Manish Bandlish, Managing Director, Mother Dairy Fruit &amp; Vegetable Pvt. Ltd: The year 2021 was yet again a dynamic year however, the revival has been remarkable for us at Mother Dairy. Preparedness coupled with collaboration, resilience and agility played a vital role in the pandemic stressed quarter of this year, to ensure wellbeing of each and every employee as well as business continuity in order to serve our consumers. The year saw new products, markets and experiences, both for the business as well as the consumers. Despite the happenings, this year saw consistent supplies as varied channels such as e-commerce continued big-time. In addition, the consumption trend of consumers which began witnessing a change last year are persistent this year as well with in-home consumption and preference for packaged foods going strong.

Marketing trends to watch out for in 2022

Trolls have been having a field day ever since Bollywood veteran <keyword id="6357912" type="PERSON" weightage="20" keywordseo="amitabh-bachchan">Amitabh Bachchan</keyword> started sharing posts related to COVID-19. The iconic actor is yet again being trolled on social media after he posted a fake #9pm9minutes satellite image of India. Amitabh on Monday took to <keyword id="6354616" type="COMPANY" weightage="20" keywordseo="Twitter">Twitter</keyword>, where he re-tweeted a picture, which he claimed was a satellite picture of India during the #9pm9minutes activity planned by PM <keyword id="6354477" type="PERSON" weightage="20" keywordseo="Narendra-Modi">Narendra Modi</keyword>, had appealed to the nation to switch off all lights of houses on April 5 at 9 PM for 9 minutes. Read: <a href="https://www.businessinsider.in/politics/india/news/amitabh-bachchans-fake-pic-deepika-padukones-insta-update-and-other-ways-in-which-bollywood-adhered-to-9-min-at-9pm/articleshow/75002854.cms" data-type="tilCustomLink">Amitabh Bachchan’s fake pic, Deepika Padukone’s Insta update and other ways in which Bollywood adhered to 9 min at 9pm</a> Bachchan shared the photo by captioning it: "The World sees us.. we are ONE.." Moments after the actor's tweet went viral, social media users started trolling him for sharing yet another "fake <keyword id="790242" type="COMPANY" weightage="20" keywordseo="WhatsApp">WhatsApp</keyword> forward" on social media. One user wrote: "Koi phone lelo sir ke hath se (please someone take away the phone from sir's hand)." Another wrote: "Whatsapp ruined the celebs by unmasking them and exposing their superlative levels of stupidity." A user said: "Seriously?" A <keyword id="690840" type="PERSON" weightage="20" keywordseo="Netizen">netizen</keyword> requested him to "uninstall whatsapp". "You need to quit those whatsapp groups and stop following some handles," another tweeted. This is not the first time Big B has been trolled over his twitter posts. He was earlier criticised for sharing a video where he claimed flies can spread COVID-19. Also, during the Janta curfew announcement by Prime Minister Narendra Modi, Big B had tweeted to support the contention that vibrations from clapping and blowing conch shells would reduce or destroy the potency of the coronavirus because it was "amavasya". The theory was heavily panned on social media. SEE ALSO:<a href="https://www.businessinsider.in/topic/coronavirus">Coronavirus News and Updates</a> <a href="https://www.businessinsider.in/india/news/how-to-check-coronavirus-symptoms-at-home/articleshow/74960334.cms">What are the Coronavirus symptoms and how to check for them at home</a>

Bollywood veteran Amitabh Bachchan trolled for posting fake satellite image of 9pm9minutes

<ul class="summary-list"><li>A <keyword id="12197509" type="UNKNOWN" weightage="60" keywordseo="multi-level-marketing" source="Orion">multi-level marketing</keyword> company called It Works is spreading on <keyword id="11894125" type="UNKNOWN" weightage="60" keywordseo="tiktok" source="Orion">TikTok</keyword>.</li><li>Insider found 22 users selling the products to hundreds of thousands of followers on the platform.</li></ul>A multilevel-marketing company has been operating on TikTok since at least October 2020, with young women making bold claims about how "skinny coffees" and diet supplements helped them lose weight in an attempt to recruit others to the scheme. The company, It Works, had its account itworkshq banned by TikTok at the beginning of April, a few days after Media Matters released a report labeling the company "predatory."Despite this, Insider found 22 users still selling the products to hundreds of thousands of followers on the platform.It Works' products are scientifically dubious and potentially dangerous, according to <keyword id="11894571" type="UNKNOWN" weightage="60" keywordseo="health" source="Orion">health</keyword> experts, and most people involved in this kind of multilevel marketing find it impossible to earn any sort of meaningful income.TikTok announced it was banning content that promotes multilevel-marketing companies with <a href="https://www.businessinsider.com/tiktok-bans-mlm-pyramid-ponzi-scheme-content-promotions-2020-12?r=US&amp;IR=T">new policies announced in December 2020</a>, but researchers have found that the platform is struggling to enforce those rules. It Works is one of the most popular MLMs on the platform, but it's just one example of a bigger problem — that millions of people across the world are facing economic difficulty and turn to schemes that are unlikely to ever make them anything but a financial loss."The number of people who make money is minuscule, it's statistically insignificant," Robert L. FitzPatrick, the author of "Ponzinomics, the Untold Story of Multi-Level Marketing" and president of consumer organization Pyramid Scheme Alert, told Insider.The revenue from average salespeople ultimately filters up to a small group concentrated at the highest levels of these companies."This tiny little cadre of people at the top of these schemes who are rolling in money," FitzPatrick said. <h2>It Works <keyword id="12197507" type="UNKNOWN" weightage="60" keywordseo="mlm" source="Orion">MLM</keyword> content is reaching millions on TikTok</h2>Insider found 22 individual accounts, all women, selling It Works products and posting recruitment videos, as well as one active brand account affiliated with the company. Some It Works sellers have thousands, or even hundreds of thousands, of followers. One saleswoman, Yordanka Perez, has 446,000 followers and 2.5 million likes on her videos.It Works also freely exists on Instagram, where its main account has over 63,000 followers, and on Facebook, where over 87,000 people like the page, and nearly 97,000 follow it. Facebook and Instagram did not respond to Insider's requests for comment.Women who are part of the scheme post video after video about their apparent weight loss, often using the same messaging and background music. They urge viewers to "Message COFFEE on Insta" to learn more about "the best switch I ever made" as they dance around to trending music on the app. Messaging "LOSE" or "CHANGE" on these users' Instagram profiles will direct customers to several products distributed by It Works, including skinny coffee, weight-loss gummies, and diet smoothies.It Works sellers sometimes attempt to boost their views by adding trending hashtags to their videos and taking part in viral trends. Other videos feature weight-loss claims with before-and-after photos of customers who claimed to have used the products. <a href="https://www.tiktok.com/@karenasprilla12/video/7082590197090618667?is_copy_url=1&amp;is_from_webapp=v1">In one video posted on April 6</a>, a seller named Karen Asprilla shows an old picture of herself, in which she says she was a size 14, "bloated all the time, and not confident at all." In a subsequent picture, she claims to now be a size 8 and full of confidence, then encourages viewers to text a number in her bio for more information.Another one of Asprilla's videos, which has over 400,000 views, shows her holding up a jar of gummies next to a caption that reads, "How I lost 4 pant sizes without any crazy diets." Asprilla had posted a few videos of TikTok dances and simple videos of her life before her content morphed to focus on It Works full time. Other accounts, like that of a prominent It Works seller called Fanny Carmona, who has 11,000 followers, appear to have been set up specifically for distributing the product because its posts are specifically geared toward It Works.Asprilla, Carmona, and Perez did not respond to Insider's requests for comment. It Works also did not respond to Insider's requests for comment.Registered nutritionist Graeme Tomlinson told Insider that there is no evidence that any of It Works products actually work, and they could, in fact, be "extremely harmful." It Works reps claim the skinny coffee gets rid of food cravings, but Tomlinson warned that suppressing appetite when we're hungry can lead to disordered eating."If we are hungry, it's usually a sign we need to eat and we should respect that. Drinking coffee to suppress appetite (whether it works or not) is highly disordered," Tomlinson said.Other It Works sellers promote gummies, which they say will shrink your stomach, a claim Tomlinson says is not based in science."Technically, replacing food for these gummies could result in weight loss, as you're stripping calories, but this is a highly disordered and extremely dangerous intervention and mindset," Tomlinson said.As for the "skinny wraps," body wraps that also claim to reduce stomach fat, Tomlinson says they may lead to temporary water loss, not long-term changes to the body. He believes all the It Works products are potentially dangerous because they could lead to disordered eating if people trust them rather than addressing overall diet and <keyword id="11893304" type="UNKNOWN" weightage="60" keywordseo="lifestyle" source="Orion">lifestyle</keyword>. <h2>TikTok's ban on multilevel-marketing schemes doesn't appear to be working</h2>TikTok is aware of the company, having banned its main page, and put warning labels on certain search terms associated with its products. But the platform appears unable to keep up with the number of individual accounts actually promoting the products and keeping the company going with more recruitment and publicity. Videos under the hashtag #sknygummies, which promotes the use of It Works appetite suppressant gummies, have 2.5 million views.Media Matters, a media-watchdog nonprofit, <a href="https://www.mediamatters.org/tiktok/predatory-mlm-scheme-thriving-tiktok">posted a report</a> on It Works on March 30, saying the company was targeting "young, low-income women" and exposing them to "possible physical and financial harm."Media Matters researcher Olivia Little, who wrote the report, told Insider that It Works appears to be the largest MLM company operating on TikTok, but there are others thriving on the platform.The general appeal of "miracle" weight-loss products and the popularity of weight-loss content on TikTok means companies like It Works do extremely well on the platform, Little said."It's predatory on multiple levels — not just financially, but it can have real negative consequences to a user's health," Little said.TikTok is "far more reactive than proactive" when it comes to moderating MLM content, Little added, often taking down content only after it's been brought to the company's attention by external researchers or reporters."It starts with the fact that they're not even shallowly enforcing their own basic MLM rules," she said. "They're dropping the ball on detecting and removing more complicated and coordinated MLM schemes on their platform because they haven't even addressed the basics."A TikTok spokesperson told Insider the app's community guidelines make clear "that we do not allow anyone to exploit our platform to bring about financial or personal harm.""This includes multilevel marketing," they said. "We use a combination of technology and human moderation to find and remove content that breaches these guidelines."Three videos featuring It Works products, flagged by Insider, were removed by TikTok, with the company saying they violated guidelines about illegal activities and regulated goods, and constituted multilevel-marketing content. <h2>How companies like It Works suck people into multilevel marketing</h2>Awareness of MLMs and the financial damage they can do is spreading. There's an active user base of over 760,000 people <a href="https://www.reddit.com/r/antiMLM/">on the subreddit r/AntiMLM</a>, where the community swaps stories, shares red flags, and warns each other about the tactics recruiters are using. Blogs like Hannah Martin's <a href="https://www.talentedladiesclub.com/">Talented Ladies Club</a> share the <a href="https://www.talentedladiesclub.com/articles/how-much-can-you-earn-as-an-it-works-distributor/">personal experiences</a> of people who have gotten out of MLMs, <a href="https://www.talentedladiesclub.com/articles/thinking-of-joining-an-mlm-like-it-works-read-this-cautionary-tale-first/">such as one woman</a> who said the most she ever earned was £140 ($182) in a month, though she usually only took home somewhere between £20-60 ($26-78) in commission.FitzPatrick looked into the history of MLMs in his book, following its genesis back to late 1970s and early eighties."You get a sense that it was literally picked up and catapulted into the mainstream with the most powerful institutions in America at that time," he told Insider. "It was a philosophical, economic, and political wave about honoring and exalting the market as a savior of all problems."While estimates of how many people are involved in MLMs in the US range between 6 and 50 million, it's almost impossible to keep up with the number because the turnover is so high, FitzPatrick said. Most people don't make it a year, he said, but they are immediately replaced by someone else."It's a cumulative churning process for people joining, being solicited — aggressively solicited — and then being involved for a year or so," FitzPatrick said. "We're looking at an enormous phenomenon here."However, the numbers of people involved are increasing thanks to the relative ease in setting one up, and <a href="https://time.com/5864712/multilevel-marketing-schemes-coronavirus/">a boom during the coronavirus pandemic</a>.Entrepreneur Mark Pentecost founded It Works in 2001, and by 2014, the company claimed to be pulling in $538 million annually. <a href="https://www.businessinsider.com/is-it-works-legit-2015-8?r=US&amp;IR=T">In 2015, Insider's Molly Mulshine</a> visited the company's main office in Florida after seeing its weight loss products advertised on Facebook and Instagram. After speaking with several distributors, she concluded that the vast majority of It Works salespeople earn "nowhere near enough to live on."<a href="https://static.myitworks.com/legal/pdf/chart-income-disclosure-2021-us-en-001-color-d3.pdf">In its 2021 Income Disclosure Statement</a>, It Works revealed 85.24% of all distributors earned an average of $57 per month; 2.12% earned $277 a month; and 6.84% earned $390 a month. Just 0.09% were top earners, raking in $20,806 a month. The company notes in small print at the end of the report that those figures do not include expenses incurred, and income disclosures for MLMs are <a href="https://www.talentedladiesclub.com/articles/why-were-not-publishing-any-more-mlm-income-disclosure-statements/">notoriously unreliable and often inflate earnings</a>.William Keep, a professor of marketing at the College of New Jersey's School of Business who has studied MLMs for many years, told Insider these companies persist regardless of individual success at the sales level because people are always going to be attracted to an opportunity to make fast money.Keep said that the people making the most money got in early, and the people who join after are simply funneling money to those at the top of the pyramid. People who get involved later see other sellers who have been in the business longer reaping rewards, so they believe their dreams are within reach."It wouldn't work if a person said, 'I need you to keep trying for another six months because I need to make another $5,000 off of you,'" Keep said. "Instead they say, 'I know how you feel. I've been in that situation. I've seen so many other people like you and with just six more months, you'd be surprised what can happen.'"As for why people keep joining MLMs, Keep said it's because we inherently want to trust others. There's also a great deal of shame associated with joining a business that promises to make you a successful entrepreneur and then losing money."If someone rips off your credit card or steals your identity, you feel like a victim," he said. "The MLM is going to try to make you feel like you didn't succeed because it was your fault." This story was updated on April 20, 2022.

On TikTok, a multi-level marketing scheme is hawking dubious diet supplements and targeting young women

<div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div><ul class="summary-list"><li>Chronic lack of <a href="https://www.businessinsider.com/category/sleep">sleep</a> can have multiple negative effects on a young person's wellness, including poorer performance at school, impaired physical development, and mental health issues.</li><li>Nearly 50% of American children are not getting enough <a href="https://www.businessinsider.com/category/sleep">sleep</a> these days despite broad understanding of the importance of rest.</li><li>One of the leading causes of <a href="https://www.businessinsider.com/category/sleep">sleep deprivation</a> among children and teens is the use of technology with screens.</li></ul>Kids are not getting enough <a href="https://www.businessinsider.com/category/sleep">sleep</a> these days. Neither are adults, but that's our own fault - we're the adults. Of the many culprits behind youth <a href="https://www.businessinsider.com/category/sleep">sleep deprivation</a>, including a glut of homework, a schedule overloaded with extracurricular activities, and an irregular bedtime routine, in recent years the expanded use of technology has become a serious impediment to healthy sleep habits. And chronic lack of sleep can have a major and decidedly negative effect on a child's <a href="https://www.todaysparent.com/kids/kids-health/kids-are-sleep-deprived-and-its-affecting-their-development/">mood, performance at school, physical development, and even mental health</a>. Tired kids are cranky and prone to whining, they are less focused in class, they are more likely to become overweight, and they are more likely to engage in risky behavior and even to develop suicidal tendencies.Simply put, missing out on proper sleep at night isn't just a problem for the day that follows, but rather for the lifetime made up of all those many days. And one surefire way to miss out on sleep is to stare at a screen shortly before bedtime; not only does screen time delay bedding down, but the blue light emitted by screens inhibits production of melatonin, the hormone that naturally aids sleep. According to the <a href="http://pediatrics.aappublications.org/content/140/Supplement_2/S92">Journal of Pediatrics</a>, more than 75% of American kids now have some form of screen-based technology in their bedroom, be it a TV, tablet, computer, gaming system, phone, or a combination of multiple devices. And only about 37% of kids regularly meet expert recommended limits for daily screen time. This surging and improper use of tech is one of the major reasons that approximately 50% of America's youth are chronically sleep deprived, according to the Journal of Pediatrics.Read more: <a href="https://www.businessinsider.com/blanquil-weighted-blanket-review-2018-8">I slept under a 15-pound weighted blanket for a week - and it was the best sleep I've had in ages</a><a href="http://www.sleepeezkidz.com/default.aspx?pageId=9">Dr. Whitney Roban</a>, clinical psychologist, American Sleep Association advisory board member, and family sleep specialist, literally <a href="https://www.amazon.com/Devin-Evan-Sleep-8-7-Importance/dp/1732682313/ref=sr_1_1?ie=UTF8&amp;qid=1544628753&amp;sr=8-1&amp;keywords=devin+&amp;+evan+sleep+from+8-7">wrote the book about healthy sleep for kids</a>. Actually, she's <a href="https://www.amazon.com/Devin-Evan-Play-Fortnite-Til/dp/1732682348/ref=tmm_pap_swatch_0?_encoding=UTF8&amp;qid=&amp;sr=">written two books on the topic</a> at present, and she has helped thousands of families across the country establish healthier, sustainable sleep habits that balance limited use of technology with respect for a child's wants and needs.Unlike most books written to help families deal with the many challenges everyday life presents, Dr. Roban's books are not written for parents, but for children. They are picture books with simple, rhyming text that convey an important message to their young readers: sufficient sleep truly is essential for every aspect of one's waking life, from success in school and sports, from enjoying time with friends and family, for good health and physical development, and for happiness itself.By speaking directly to children and helping them understand the importance of sleep, Dr. Roban's books help kids take ownership of their sleep habits, thereby reducing the burden parents bear in the bedtime struggles. When kids innately understand that they need enough sleep rather than simply being told as much by a parent, they are less likely to push back against screen time ending well before bedtime or, more broadly speaking, against bedtime itself.Once you and your kids are in general agreement that limited technology use, a regular bedtime, and sufficient nightly sleep are critical for the proper functioning of the household, you can follow these tips to help establish a routine that allows for a healthy balance between technology and rest.<h3>1. Establish a technology cut-off time</h3>For physiological reasons (melatonin production, e.g.), screen time should end at least one hour before bedtime, according to the <a href="https://www.sleepfoundation.org/sleep-topics/why-electronics-may-stimulate-you-bed">National Sleep Foundation</a>. Ending tech time well before bedtime also allows for a smoother evening routine, and when there is a hard and fast cutoff time, kids won't engage in a battle of attrition: "Just ten more minutes! OK just five? OK just two!"If your children have trouble sticking to the cutoff time, you can, ironically use technology to your advantage. You can use device and Wi-Fi management hardware like the <a href="https://www.amazon.com/GRYPHON-Security-Protection-AI-Intrusion-Detection/dp/B078Z3PTJP">Gryphon Wi-Fi Parental Control Router</a> to block internet access to certain devices (or to temporarily shut down the Wi-Fi household wide) and to track device usage, controlling and monitoring your kids use of technology. (<a href="https://www.amazon.com/Circle-CIRC001-with-Disney/dp/B019RC1EI8/ref=cm_cr_arp_d_product_top?ie=UTF8">Circle</a> also makes such a device that offers fewer security features than the Gryphon, but that does have a handy bedtime feature that works with your cutoff plan.) <h3>2. Remove technology from the bedroom</h3>If you can't count on your kids to turn off their phones, close their computers, and switch off the TV after cutoff time (or you think they might be powering them back up in the middle of the night), then simply remove the tech from the bedroom. Young people are still working on developing their self-regulation abilities, so it's understandable that they have trouble with rules. You'll be doing them a favor, not punishing them, by keeping that technological temptation out of arm's reach.<h3>3. Make sure homework, chores, and family time come first</h3>Within reasonable limits, screen time is no big deal for kids and can even have many positives, from helping them unwind while gaming, learn from watching or reading educational, and establishing and strengthening interpersonal relationships via chat, snaps, and various social platforms. But before the games, YouTube, or Insta has to come the homework, the clean room, the actual face time, and so on. Screen time should be treated as a privilege, not a given.<h3>4. Establish a solid bedtime routine</h3>All human beings thrive on routine; for youngsters still working to figure out how the world works, routine is imperative. Establish and then stick to a nightly bedtime routine; for younger kids, it will be a hands-on affair for the parents as well, with bathing, brushing, pajamas, and the rest of it a shared process. For older kids and teens, clearly explain each goal the child must complete himself or herself (consider writing out an actual checklist) and until the routine is locked in over time, check in to make sure each goal is being met.<h3>5. Make your kids part of the process</h3>As Dr. Roban wrote in an email, when you teach children why sleep is so important, the negative consequence of sleep deprivation, and about "how much sleep they actually need," they will be less prone to seeing limited screen time and established sleep habits in an adversarial light. As you establish bedtime routines, do so with your kids, not for them. You're in charge, of course, but by respecting your child as a person rather than bossing the kid around like a subservient you will create the best possible scenario for the best possible sleep.

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