It’s never been easier for brands to create and amplify advertising at scale. That accessibility has fuelled enormous growth for platforms like Meta, whose ad business makes up around 98% of total revenue. But it’s also left users facing endless repetition, with the same products and the same formats, served to the same audiences.
Speaking to TechRound, Lewis Godliman, Senior Media Manager at eight&four, explores how that dynamic is reshaping the online experience.
“Swathes of formulaic ads are flooding feeds, and audiences are increasingly intolerant of low-quality content,” he says. “Seventy percent of TikTok users say they want content that doesn’t feel like an ad. And with average view times under 1.7 seconds, uninspired creative is quickly punished.”
Lewis also notes that Meta’s ad-free subscription, recently launched in Europe, is unlikely to cause major audience loss. Instead, he suggests it’s a regulatory workaround, following court rulings against personal data use for ad targeting.
But it’s part of a much bigger shift: the age of passive scrolling is ending. Users are now seeking original, engaging content with intent, driving the rise of TikTok, social search, and community-led spaces like Reddit.
As platforms evolve, so must advertisers. The brands that win will be those creating content that feels native, valuable and worth watching, not just another interruption.
Read the full article here.
