In more detail
Muting is a quiet way to control what you see. When you mute an account, you stay connected (you still follow them or remain friends), but their posts and sometimes their stories stop showing up for you. The other person is never notified, which is what makes mute different from unfollowing or blocking. You can also mute keywords, phrases, or hashtags so any post containing them gets filtered out. For brands, muting matters in two directions: people may mute your account if you post too often or off-topic, and your own team can mute noisy keywords to keep monitoring focused on conversations that count.
Example
Say a friend live-tweets every match during a tournament and floods your timeline. You mute them for the week so you stop seeing the spam, they keep following you back, and they never know. On the brand side, a coffee shop might mute the keyword "Java" so its social listening only surfaces drink mentions, not programming chatter.
FAQ
