High-Performing Content Notifications
Notifications that help users spot momentum and act on their most engaging posts.
Overview
Later is a social media management app for small businesses, social teams, and creators. I wrote content for a new feature that notified users when a post was performing better than usual.
Audience
Users who schedule and track content performance in Later but may not be familiar with analytics features.
User goals
Be informed when a post is gaining traction without digging through analytics, and be prompted to take further action.
Business goals
Re-engage users by prompting them to return to the app and interact with high-performing posts.
Challenges
• More comments don’t always mean positive engagement, so copy had to be neutral and informative
• Copy needed to stay consistent across email and mobile, despite design and feature differences, as well as technical constraints
• Determining the right terminology for a ‘high-performing post’
Process
I partnered with researchers and designers to define when and how users should be notified, as well as what terminology to use. I crafted copy that balanced encouragement with neutrality and guided people back to their content, ensuring consistency across both web and app. Before launch, I participated in QA and collaborated with technical writers and marketing to ensure materials were ready.
Results
17.4% of users who received these notifications returned to the app, surpassing our 10% goal and helping users act quickly on their popular posts.
