Ad irritation and algorithm fatigue are reshaping social media, with research showing rising frustration, declining trust, and growing disengagement across platforms.
You open the Instagram app to check on families and friends. An advertisement appears. You scroll. Another ad follows. What you are experiencing has a name. It is called advertisement or ad irritation. And it links closely to something else: algorithm fatigue. These two forces now shape how users experience Facebook©, Instagram©, and TikTok©.
How Ad Irritation Irritates
Ad irritation happens when online advertisements starts becoming intrusive, irrelevant, or excessive. Algorithm fatigue sets in when platform feeds feel repetitive, and out of sync with what users want to see.
Social platforms were originally created to offer connections. However they now function on targeted advertising models that survives on data collection. Facebook©, Instagram©, and TikTok© remain free to use, but the platform is not actually ‘free’ especially when every other posts looks sponsored. That is when users start to question the value of the exchange.
Repetition also adds another layer to this issue. TikTok’s short-form format was what made it thrive, but when similar sounds and various challenges dominate a single scroll session, it becomes monotonous. That repetition is what causes algorithm fatigue.
You no longer feel that your feed is curated for. Instead, you feel processed.
Privacy, Safety and Rising Ad Irritation
Privacy concerns makes it worst. Users worry about how much data these platforms collect and how it gets used. Moreover, scams, fake accounts, and cyberbullying weaken user confidence further. Consequently, trust declines when people sense that control over their own information is limited.
For businesses, ad irritation is not a minor annoyance. It affects brand perception and engagement.
Social influence plays a role. Users respond more positively to content shared within their networks. However, even loyal, highly active users show lower tolerance for constant ad exposure. There need to be a balance, otherwise visibility without authenticity backfires.
What Brands Must Rethink
The solution is not on individual users but rather on the owners of these platforms. To rebuild trust, social media companies need to address several issues. Reduce ad frequency. Offer clearer explanations of how algorithms prioritise content. Additionally, and more importantly, consider restoring chronological feed options. And of course, social media companies need to strengthen moderation to create safer spaces.
Ad irritation and algorithm fatigue are not random occurrences but is actually the outcome of design decisions by the platforms. Ultimately, they reflect how digital environments shape behaviour and trust. Platforms that ignore feedback, changing user needs and shifts in social media usage risk alienating the communities that help built them.
This blog draws on research and insights developed by academics from the Faculty of Business, Design and Arts at Swinburne Sarawak. Aside from learning about how digital ecosystems influence trust, advertising effectiveness, and user wellbeing, the full article also explores evidences in greater depths and offers a sharper look at what responsible platform design should look like in the years ahead.