A recent survey by online marketplace vendor Capterra found that 91% of regular UK online shoppers feel bombarded by ads on social media. The study, which surveyed 499 consumers, highlights growing frustration with the volume of advertisements.
In response to excessive advertising, over a third (37%) of respondents have blocked specific ads, and 35% have unfollowed brands in the past year. This ad fatigue can lead to disengagement and negative perceptions of brands, suggesting a need for companies to rethink their social media marketing strategies.
Overwhelmed by ad overload, many consumers are turning to dark social channels—such as private messages and group chats—for product recommendations. The survey revealed that while 24% recommend products on social media, the majority do so in person (76%), via phone calls, private messages, group chats (49%), and email (12%).
Eduardo Garcia Rodriguez, a Capterra UK analyst, commented on the findings: “Although consumers are affected by the high volume of social advertising, this doesn’t mean businesses should abandon social media. Our study shows that 57% of respondents sought information about a product and 29% made purchases due to social media ads in the past year. This indicates that social media advertising can be effective if executed correctly. Brands need to be mindful of ad frequency, targeting, and personalisation.”
Despite 33% of consumers expressing reluctance to engage with brands on social media, 48% would interact if offered discounts or special offers. Additionally, 45% are open to receiving ads relevant to their interests.
To navigate these challenges, brands can utilise social media marketing, monitoring, and analytics tools to better understand their audience and track trends and sentiment.
Consumers are also taking steps to protect their privacy, with 51% rejecting or clearing cookies, 46% using guest checkouts, and 42% opting for digital wallets. This poses a challenge for brands trying to gain customer insights.
Eduardo Garcia Rodriguez suggested, “Businesses should build trust with their audience by being transparent about data usage and clearly communicating privacy policies. This approach may encourage consumers to share their personal information more willingly.”
Author
Gill Laing is a qualified Legal Researcher & Analyst with niche specialisms in Law, Tax, Human Resources, Immigration & Employment Law.
Gill is a Multiple Business Owner and the Managing Director of Prof Services Limited - a Marketing & Content Agency for the Professional Services Sector.
