Paying for ad-less social media feeds will be a test for both brands and users.

Paying for ad-less social media feeds will be a test for both brands and users.Only being marketed in Europe at the moment, both Meta and TikTok are working on versions of their platforms with no ads, for a cost. But some experts say this is not really expected to generate revenue and is instead a response to tightening EU standards for paid ads and data collection. That said, this move wouldn’t be great for the brands who rely on promoted ads to reach new consumers—but it emphasizes the importance of not putting all their energy into just one platform and learning to adapt to new algorithms and social strategy. Plus, in a LinkedIn poll by Vogue Business, 70.5% of 2,587 respondents said they would not pay to avoid ads on Instagram. YPulse data shows Gen Z and Millennials are open to seeing ads on social media platforms, especially videos or specifically tailored posts—so avoiding ads may not be as important to them as some think. (Vogue Business)