SOCIAL MEDIA DETOXES KILL AD ATTENTION

Summary from the TLDR Marketing newsletter

Users returning from social media detoxes pay less attention to ads, prioritizing native content. Time-restricted users felt ads wasted their limited time, but eye-tracking showed only abstinence affected attention. Viewing times on Instagram dropped significantly post-detox. Researchers suggest avoiding ads for returning users or minimizing content complexity. Ads requiring engagement should target users with recent social media activity.