Some people hate advertising and all it entails – intense targeting, invasion of privacy, lack of transparency, etc. Add in the layer of the modern social media landscape and it all starts to blow up out of proportion, it is believed that the average person is hit with over 4,000 ads in a DAY. As a consumer on the receiving end, it can be exhausting, confusing and just straight up overwhelming. Truth is, advertising is not going anywhere, it will just keep evolving. People were complaining about commercials invading their TV time, now you scroll through Instagram and you get instantly targeted. Business is not going anywhere, people will always find ways to reach the people they think they need to reach.
Personally, I don’t mind ads (targeted or not) because either: 1. I’ve found information or products of value through them or, 2. I work in the industry and understand that people (and brands) need to make a living.
Attention is the new currency and in a world of overload, you either embrace it with control or get trampled. With over 250,000 people (in the US only) working on the marketing industry, it’s not realistic to assume we can all live unplugged lives and honestly, even if you are not in marketing, there’s too much happening online that unplugging yourself will likely affect your chances of success.
It all comes down to intention. If you choose to spend your time on social media (or the internet, for that matter) be more intentional and avoid mindless scrolling. Clean your feed from things that don’t bring value, respect your time and attention and treat it with the value it deserves.
- Your email address is a precious gem – Treat it like one! Brands are hungry for it so only give it away when it matters. Be mindful of where you subscribe and utilize it to your advantage.
- Take control of your feed – You have two options: you either engage with the content you enjoy so you get more pleasant/useful things in your feed or you visit your feed less. Also, be intentional with who you follow as that will affect what kind of advertising you are being served.
- If you know ads are inevitable, use them to your advantage – Looking to buy a dress for an upcoming event? Engage with any brand that sells dresses and soon you will start to see other brands flow in with other considerations and potentially, even some discounts. Let ads help you with something you already know you need because, why not? The added layer and disclaimer to this is to be smart about what you get thrown your way and learn to make your own calls.
Use advertising as a guide and starting point to further educate yourself on the matter. Sure, buying a dress might be a pretty straight-forward purchase for most people but as you get into products and services related to health, wellness, finance, etc. you have to be your best defendant. Disclosure is key – I am looking at you influencers who never disclose! – deceiving is ALWAYS wrong.
Just because a brand has money to target you with beautiful advertising doesn’t mean that the product or service behind it brings anything of value, or is even safe. I could go on forever on that, but I will not. 🙂
If you want to try and live a successful, disconnected life, by all means, go for it! You are my true hero. But if you are like me and can’t really do it, that’s cool too, let’s help the industry and ourselves by setting better standards, protecting our attention and only “selling” it for true value.