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Now you see me, now you don’t: How subtle ‘sponsored content’ on social media tricks us into viewing ads

People are not as good at spotting them as they think. If people recognized ads, they usually ignored them – but some, designed to blend in with your friends’ posts, flew under the radar.

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How many ads do you see on social media? It might be more than you realize. Scientists studying how ads work on Instagram-style social media have found that people are not as good at spotting them as they think. If people recognized ads, they usually ignored them – but some, designed to blend in with your friends’ posts, flew under the radar.

“We wanted to understand how ads are really experienced in daily scrolling — beyond what people say they notice, to what they actually process,” said Maike Hübner, PhD candidate at the University of Twente, corresponding author of the article in Frontiers in Psychology. “It’s not that people are worse at spotting ads. It’s that platforms have made ads better at blending in. We scroll on autopilot, and that’s when ads slip through. We may even engage with ads on purpose, because they’re designed to reflect the trends or products our friends are talking about and of course we want to keep up. That’s what makes them especially hard to resist.”

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The scientists wanted to test how much time people spent looking at sponsored versus organic posts, how they looked at different areas of these different posts, and how they behaved after realizing they were looking at sponsored content. They randomly assigned 152 participants, all of whom were regular Instagram users, to one of three mocked-up social media feeds, each of which was made up of 29 posts — eight ads and 21 organic posts. 

They were asked to imagine that the feed was their own and to scroll through it as they would normally. Using eye-tracking software, the scientists measured fixations — the number of times a participant’s gaze stopped on different features of a post — and dwell time, how long the fixations last. A low dwell time suggests that someone just noticed the feature, while a high dwell time might indicate they were paying attention. After each session, the scientists interviewed the participants about their experience.

Although people did notice disclosures when they were visible, the eye-tracking data suggested that participants paid more attention to calls to action — like a link to sign up for something — which could indicate that this is how they recognize ads. Participants were also quick to recognize an ad by the profile name or verification badge of a brand’s official account, or glossy visuals, which caused participants to express distrust. 

“People picked up on design details like logos, polished images, or ‘shop now’ buttons before they noticed an actual disclosure,” said Hübner. “On brand posts, that label is right under the username at the top, while on influencer content or reels, it might be hidden in a hashtag or buried in the ‘read more’ section.”

Although the scientists found that the ads often went unnoticed, if people realized that the content wasn’t organic, many of them stopped engaging with the post. Dwell time dropped immediately.

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This was less likely to happen to ads that blended in better, with less polished visuals and a tone and format more typical of organic content. If ad cues like disclosures or call-to-action buttons weren’t noticed right away, they got similar levels of engagement to organic posts. 

“Many participants were shocked to learn how many ads they had missed. Some felt tricked, others didn’t mind — and that last group might be the most worrying,” said Hübner. “When we stop noticing or caring that something is an ad, the boundary between persuasion and information becomes very thin.”

The scientists say these findings show that transparency goes well beyond just labelling ads. Understanding how people really process ads should lead to a rethink of platform design and regulation to make sure that people know when they’re looking at advertising. 

However, this was a lab-based study with simulated feeds, and it’s possible that studies on different cultures, age groups, or types of social media might get different results. It’s also possible that ads are even harder to recognize under real-life conditions.

“Even in a neutral, non-personalized feed, participants struggled to tell ads apart from regular content,” Hübner pointed out. “In their own feeds which are shaped around their interests, habits, and social circles it might be even harder to spot ads, because they feel more familiar and trustworthy.”

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Office owners or managers, take note: Increased risk of bullying in open-plan offices

In traditional open-plan offices it is easier to notice colleagues’ shortcomings and become irritated by them. If someone gets frustrated and takes it upon themselves to “do something about” a colleague’s behaviour, and there are no clear guidelines for handling such situations, there is a risk that it may escalate into bullying. Those who are subjected to bullying lack access to a private space for retreat. 

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Open-plan offices entail a clearly increased risk of workplace bullying compared with employees having their own office or sharing with just a few colleagues. This is shown in research from Linköping University, Sweden. 

“Increased bullying is a tangible negative consequence of how you choose to organise the workplace. It’s important to highlight this, as it hasn’t previously been examined,” says Michael Rosander, professor at the Division of Psychology at Linköping University.

Open-plan offices, where many employees share the same space, have become increasingly common. Employers often justify this development as a way to use premises more efficiently and to encourage creative interactions between employees. However, research has shown that open-plan offices do not promote health, job satisfaction or productivity.  

Until now, it has been unclear whether open-plan offices also affect the risk of bullying and employees’ motivation to look for another job. Through surveys of more than 3,300 randomly selected individuals in employment in Sweden, Michael Rosander has now provided an answer. The results are published in the journal Occupational Health Science. 

Thirty per cent of those with some form of office-based work reported that they worked in a traditional open-plan office with no access to private space. Thirteen per cent worked in so-called activity-based offices, where employees spend part of their time in an open-plan environment but also have access to designated rooms for tasks requiring peace and quiet. The remainder had their own office or shared one with only a few colleagues.

For traditional open-plan offices, the survey responses showed a clearly increased risk of bullying compared with those who had their own office or shared an office with only a few colleagues. The difference remained regardless of factors such as personality traits and the extent of remote working. This suggests that the problems are indeed caused by the work environment in the office.  

The researchers’ explanation is that in traditional open-plan offices it is easier to notice colleagues’ shortcomings and become irritated by them. If someone gets frustrated and takes it upon themselves to “do something about” a colleague’s behaviour, and there are no clear guidelines for handling such situations, there is a risk that it may escalate into bullying. Those who are subjected to bullying lack access to a private space for retreat. 

Activity-based open-plan offices, by contrast, showed no increased risk of bullying, likely due to the availability of private spaces. However, in both types of open-plan office, employees were more likely to consider changing jobs. One possible explanation is that activity-based offices also involve more distractions, according to Michael Rosander.

For employers who have introduced, or are planning to introduce, open-plan offices, there are some lessons to be learned. One is to be prepared to deal with irritation and conflicts before they escalate. Another is the importance of providing rooms where employees can work undisturbed. Placing individuals with similar needs and tasks near one another may also reduce the risk of disruption.

“Traditional open-plan offices are in themselves negative for the individual, for productivity, and make people more likely to leave their job. Social interaction also suffers. So it’s worth considering how to handle it,” says Michael Rosander.

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Long-serving CEOs may weaken innovation, study finds

Companies led by long-serving chief executives may become less innovative over time unless challenged by strong independent boards.

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A new study from the University of East London has found that companies led by long-serving chief executives may become less innovative over time unless challenged by strong independent boards.

The research examined 215 FTSE 350 companies over an 11-year period between 2010 and 2021. It explored how CEO tenure and independent directors influence a company’s “R&D knowledge stock”, which is the research, expertise and technological capability built through investment in innovation.

The study published in the journal Corporate Governance found that CEOs who remain in office for many years often become more cautious and less willing to back risky research and development projects. These companies were more likely to reduce investment in innovation and long-term technological growth.

Firms with higher numbers of independent directors were more likely to continue building innovation capacity with experienced CEOs and independent directors forming an effective partnership, to combine deep company knowledge with outside challenge.

However, both experienced CEOs and independent directors become more cautious and less willing to back risky research and development projects when the company fails to meet performance aspirations, suggesting that independent directors do not have stable risk preferences.

The findings suggest that innovation is shaped not only by technology and finance, but also by leadership culture and corporate governance structures.

Author Dr Igbekele Sunday Osinubi, of the Royal Docks School of Business and Law, said: “Long-serving CEOs can bring valuable experience and stability, but there is also a risk that leaders become too cautious or too attached to existing ways of thinking. Our findings show that independent directors play an important role in encouraging companies to continue investing in innovation, especially during difficult periods when firms may otherwise retreat from long-term research and development.”

He added: “This matters beyond individual companies. Innovation drives productivity, competitiveness and economic growth. The study highlights how governance structures can influence whether firms continue building the knowledge and technologies that shape future industries.”

The paper argues that regulators and policymakers should consider governance reforms and incentives that encourage long-term innovation strategies, particularly in firms led by long-serving executives. The findings may also influence how boards think about CEO succession planning, oversight and the balance between short-term financial pressures and long-term investment.

Osinubi’s research, “Long CEO tenure, independent directors and R&D knowledge stock: the moderating effect of performance shortfalls”, was published in the Corporate Governance: The International Journal of Business in Society

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Profit alone is a poor measure of success, study shows companies can look efficient while harming the planet

Firms that appear highly efficient at generating revenue can perform far worse when their environmental footprint are included in the calculation.  

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Companies celebrated for strong financial performance may actually be inefficient once their environmental impact is taken into account, according to new research from the University of Surrey. 

The study, published in the European Journal of Operational Research, shows that firms that appear highly efficient at generating revenue can perform far worse when their environmental footprint are included in the calculation.  

To tackle this problem, researchers developed a new way to measure “sustainable corporate efficiency”, combining traditional financial metrics with environmental data such as energy consumption, carbon emissions and revenues generated from environmentally friendly products and services.  

Dr Menelaos Tasiou, co-author of the study and Senior Lecturer in Finance at the University of Surrey, said: “Businesses have long been judged on how efficiently they turn resources into profit. But if those profits come with large environmental costs, the picture changes completely. What we show is that true efficiency means generating revenue while also reducing the environmental damage caused by production. In other words, profitability alone can mask how wasteful a business really is when environmental costs are considered.  

The research analysed more than 2,800 publicly listed companies across 61 countries between 2010 and 2022, creating one of the largest global datasets measuring how sustainable companies are, when both financial performance and environmental impact are assessed together.  

The team combined company financial records, in alignment with the green economy (defined as a low carbon, resource efficient and socially inclusive economy), with environmental disclosures such as energy use and greenhouse gas emissions. They then applied a machine learning technique known as Convexified Efficiency Analysis Trees (CEAT) to estimate how efficiently companies convert resources into revenue while minimising pollution.  

Unlike older approaches, the method models the reality that production creates both desirable outputs, such as revenue, and undesirable ones, such as emissions. This allows companies to be compared on how well they balance profit with environmental performance.  

The results found a moderate link between financial efficiency and environmental efficiency, meaning many firms that are strong financially are not necessarily good at managing their environmental impact.  

The study also found large differences across industries and countries. Firms operating in sectors with high emissions, such as manufacturing and energy, often lagged behind leaders that were better at reducing carbon intensity while maintaining revenue.  

Dr Tasiou continued: “Measuring efficiency in this broader way can help investors, regulators and policymakers identify companies that are genuinely prepared for a low carbon economy. Stronger management capability plays a key role. Firms with more capable management teams were more likely to balance profitability with environmental responsibility, suggesting that leadership decisions can strongly influence sustainable performance.  

“As governments push towards net zero and investors scrutinise environmental performance more closely, companies that fail to integrate sustainability into their operations risk falling behind.” 

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