Is Ad-Free Media the New Norm in Social Networking?

Social networking behaviors are evolving rapidly. We are online more than ever. Whether it is for work or socializing, we have relied on the internet to keep us connected to our colleagues and those most important to us. Deprived of in-person human interaction over the past year, it’s no surprise the pandemic has caused internet use to surge in the UK in 2020 as Zoom calls and social media consumed more of our daily lives.

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Social media platforms, in particular, have exploded, with 4.2 billion of us now using some form of social media in 2020. Social media platforms are enabling us to fulfill our natural need to socialize, especially during lockdowns. However, most of us are becoming increasingly frustrated with the number of ads and marketing content on social media. Since traditional platforms are typically free, they need to feature ads to generate revenue, and the average person is now estimated to encounter 6,000 – 10,000 ads every single day. Social media users are being inundated with sales tactics and unwanted content while socializing online – one survey has found that 74% of social media users think there are too many ads. Ads and unwanted content have now taken over social media platforms, and what we share online and our ability to socialize, is now getting lost in a sea of incessant marketing content and political encouragement.

This, in conjunction with concerns surrounding data privacy, is now leading to a market for ad-free social networking. The constant barrage of intrusion is now at every turn, and consumers are looking for somewhere to escape the noise.

Social Networking and Privacy: How Data Privacy Is Driving Ad-Free Social Media 

Customer data is big business and it is now common practice for businesses to collect quantitative and qualitative consumer data daily to understand consumer behavior or to sell to third parties to create targeted ads. However, platforms have come under increasing scrutiny surrounding privacy issues –  Facebook and the infamous case of Cambridge Analytica is a key example, where harvested data was used illegally for advertising purposes.

In response, users have become increasingly cautious about how social media platforms are using their data. As concern grows surrounding data collection, governments have implemented various regulations to address data privacy. This includes the EU General Data Protection Regulation (GDPR), which is a regulation in EU law on data protection and privacy in the European Union. Social media platforms can be fined significantly if they fail to comply – IN 2019, only one year after implementation GDPR fines already totaled €56 million, with more than 200,000 investigations, 64,000 of which were upheld in its first year.

However, even with regulations in place, not all social media platforms are being held accountable. For example, a data leak of information on approximately 533 million Facebook users which included profile names, mobile numbers and location data, may not result in a fine, as the information was stolen before GDPR came into force. These privacy blunders are causing users to become wary of major platforms and they are now starting to consider other forms of social media platforms.

To protect people’s privacy and data, private social media networks are now becoming the norm. Ad-free private social media platforms are creating an alternative to traditional social media.

By using a subscription-based model, they will never sell your data for marketing purposes, ensuring your information is truly secure and private.

How Ad-Free and Private Networks Create a Sanctuary Online

Whilst our privacy concerns are, of course, important, it is in our nature to share things we are proud of, especially with family and friends. Sharing our special moments and connecting online when we can’t in person is crucial. Instead of abandoning social media networks altogether, private social media networks are a great alternative to traditional platforms. You can stay connected to those that matter to you most, whilst staying away from some of the negative impacts of traditional social media platforms, and without being bombarded by ads.

In what Harvard Business Review called ‘The Era of Antisocial Social Media’, young people, in particular, are coming away from traditional social media in search of platforms that create ‘micro-communities giving them the more intimate space they crave. Using platforms specifically designed for families and friends avoids the noise from influencers, ads and marketing. People are able to come together in a safe space and share the things that matter most to them, with those who matter most.

The past year has caused people of all ages to gravitate towards social media platforms to stay connected. However, social media platforms need to recognise changes within society and create platforms that protect individuals’ privacy and create a space where users can interact and share content without being bombarded with advertisements.