Study Finds Social Media Ads are Getting Harder for Users to Detect

Social media platforms like Instagram are changing the way they show ads, making them harder for users to notice. Instead of the old-style banners that were easy to recognize, ads now blend into the feed and look like regular posts. They use high-quality images, humor, storytelling, and design that feels natural, which makes it difficult for people to tell the difference between real content and promotions. 

A recent study led by Maike Hübner from the University of Twente in the Netherlands tested how well Instagram users could identify ads. The researchers asked 152 volunteers to scroll through simulated Instagram feeds that included both organic posts and advertisements. Eye-tracking technology measured what users looked at and for how long. After the experiment, many participants were surprised to learn that they had missed several ads. Most had been confident that they could easily spot promotional content before the test. 

The study found that users often rely on clear visual cues, like logos or “Buy Now” buttons, to recognize ads. When these signals were subtle or missing, users interacted with the ads just as they would with regular posts. This shows that social media platforms have become very good at hiding advertising in ways that feel natural. Younger users and those who follow trends without questioning them are especially likely to miss these ads. 

Experts say this blending of content and advertising affects how people behave online. Jean Éric Pelet, a professor of digital marketing, calls it a “flow state,” where users stay engaged with content without realizing it is advertising. He points out that platforms take advantage of small moments, like checking a phone in bed or on public transport, to show ads when users are relaxed and less critical. Influencers and celebrities also play a role in promoting brands subtly, sometimes without users realizing the posts are advertisements. 

Even though there are laws and rules meant to make online advertising clear, they are often not effective. For example, the European Union’s Digital Services Act requires platforms toads, but many users simply do not notice these labels. Hübner suggests that education and better platform design could help users understand when content is sponsored. 

Overall, the study highlights a growing challenge for social media users. Ads are becoming harder to detect, and the line between promotional content and regular posts is increasingly blurred. While advertising is necessary for social media platforms and creators, users should be aware of how these messages are presented so they can make informed decisions while scrolling through their feeds. 

It would be insightful to hear what seasoned social media marketing firms like Thumzup Media Corp. (NASDAQ: TZUP) think is the best way for businesses to reach target audiences without overwhelming them with promotional content on social media. 

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