diff --git a/bookwyrm/activitystreams.py b/bookwyrm/activitystreams.py
index 0e07905ba..c6ad57608 100644
--- a/bookwyrm/activitystreams.py
+++ b/bookwyrm/activitystreams.py
@@ -23,14 +23,15 @@ class ActivityStream(RedisStore):
         """statuses are sorted by date published"""
         return obj.published_date.timestamp()
 
-    def add_status(self, status):
+    def add_status(self, status, increment_unread=False):
         """add a status to users' feeds"""
         # the pipeline contains all the add-to-stream activities
         pipeline = self.add_object_to_related_stores(status, execute=False)
 
-        for user in self.get_audience(status):
-            # add to the unread status count
-            pipeline.incr(self.unread_id(user))
+        if increment_unread:
+            for user in self.get_audience(status):
+                # add to the unread status count
+                pipeline.incr(self.unread_id(user))
 
         # and go!
         pipeline.execute()
@@ -262,7 +263,7 @@ def add_status_on_create(sender, instance, created, *args, **kwargs):
         return
 
     for stream in streams.values():
-        stream.add_status(instance)
+        stream.add_status(instance, increment_unread=created)
 
     if sender != models.Boost:
         return