Blog Post #2- Obnoxious Ads
By Madeline Feehan
If you've used TikTok or even Pinterest lately, surely you've been tricked by an ad. Even the most savvy have fallen victim to this clever tactic. Both apps design their monetized posts to look like any other post, which tricks users into engaging with them. Whether it's a monetized Pin on Pinterest that blends in with the rest of your feed, or a TikTok ad that has a fake swipe that you automatically swipe, both will open a new tab and lead you somewhere else. Both will interrupt your experience, for better or worse.
Having ads blend into plain sight is the tactic these sites use. They want to lull you into a false sense of security. They wait till you've been scrolling for a while, and swiping is muscle memory. These ads look convincing and like every other post, especially the TikTok In-Feed ads. All TikTok ads are required to have some kind of label indicating they're ads, such as small text that says "Sponsored" right under where the username would be or "#AD" in the caption. However, it can be very subtle, or can be incoporated into an influencer's video or some kind of brand partnership that makes it harder to determine whether it will take you to another site. The TikToks ads that blend in are referred to as "In-Feed Ads" designed to be embedded within the For You page and to look and have the same feel as other non-monetized posts. Usually, these ads are a picture or a short video that blends in. There are less strict rules for influencer or user content that has a similar function to an ad, so that's the type of content that can feel like a bit like a trap.
Even if it's less outwardly obnoxious, Pinterest disguises its ads by making them look just like any other Pin. They seamlessly blend into your feed. However, unlike TikTok, the Pinterest ads usually have some small text that says "Sponsored" or some link symbol or arrow that suggests engaging will open a new tab or lead you to another site to learn more. Even if they are designed to fit in with the rest of your feed, they tend to be more clearly marked as leading you elsewhere. Since these businesses partnering with Pinterest want to atract interested customers not accidental clickers, there's usually a "Shop Now" or "Buy Today" that makes the intentions clear. This way, the process is easy for those who want to visit the site or buy a product as soon as possible, and easier to avoid for those who simply want to scroll past.
Since I've started this class and been paying more attention to social media than ever before, I've noticed this, and it makes me wonder why it's hard for social media companies to be more transparent. We all hate ads, but we would hate them less if they were obvious and clearly recognizable rather than feeling like they're going to trap us.
Hi Madeline, thanks for such a creative blog post! I think the general premise of ads and algorithm-oriented data collection and presentation that is hidden within applications like tiktok or pinterest is a very helpful discussion to have.To me, it has a similar feel of hidden ingredients within a snack or everyday food, or a corporate company lobbying for certain candidates on behalf of their promises of continue funding or not attacking the company for its "unsanctioned" behaviors. I think its so important to look at these "in-feed ads" that have so unquestionably taken over the use of more and more applications, and even finding a course or equally drafting and teaching a professional development min course on this topic is so important. Thanks for the share!
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