You may have noticed your Instagram feed becoming inundated with images encouraging you to “turn on post notifications” over this past weekend.

Variations of instructional script pointing to the three little dots in the upper right hand corner appeared predominantly from bloggers and influencers in a bid to encourage followers to receive an alert to their phones every time new posts are created.

Fashion brands including Net-a-Porter, Gucci and BCBG Max Azria also posted something similar. “Don’t miss a thing! Turn on our post notification and stay in the loop!” wrote BCBG alongside an image of two models taking a selfie topped with a scripted prompt (as above). Net-a-Porter opted for simple white text on a black background, while Gucci posted several images from its watches campaign with just the copy guiding followers to click.

Head over to Forbes for the full rundown on why that’s happening, what users have to say about it and how to otherwise combat the algorithmic changes being proposed by Instagram.