Research shows: followers scroll past sponsored Instagram posts more quickly

Wednesday 10 September 2025

Now that social media platforms are increasingly using advertisements embedded in the timeline, the question remains as to how users actually perceive these sponsored messages. New research by the University of Twente and Ruhr West University of Applied Sciences shows that sponsored posts receive significantly less attention than non-sponsored content, despite their 'natural' design.

For the study, 152 participants took part in an experiment with three different Instagram feeds, which included both sponsored and organic posts. Eye tracking was used to measure viewing time and eye fixations. In addition, participants explained their choices and interpretations in interviews using the cued retrospective think-aloud (CRTA) method.

Results

The measurements showed that sponsored posts were viewed less intensively and for shorter periods of time on average than organic posts. As soon as participants noticed the advertisement label or call-to-action button early on, their engagement immediately decreased. These elements acted as 'warning signals' that triggered automatic ad avoidance. In the interviews, some participants indicated that they felt misled by the subtle design of sponsored posts, while others only noticed the indication much later.

Conclusion

The results point to a new form of 'native ad blindness', whereby users scan posts at high speed, and minimal advertising signals are sufficient to trigger avoidance behaviour. This research thus refines existing theories about banner blindness and advertising recognition, and offers valuable insights for advertisers who are balancing transparency and user engagement.

Read the scientific article: 'Blending in or standing out? Blending in or standing out? The disclosure dilemma of ad cues of social media native advertising