Instagram user counts 18 paid ads within just 60 seconds of scrolling

Scrolling social media can feel less like catching up with people and more like wandering through a nonstop digital mall.

One Instagram user put a number to that feeling after setting a 60-second timer and counting 18 paid ads in a single minute of scrolling.

Here's what to know

In a post from Reddit's r/Anticonsumption community, the user described a one-minute scroll test, writing, "In 60 seconds, I scrolled through 18 ads." They said there were also "additional posts of influencers selling stuff," but clarified that the 18 counted were "paid for ads by companies."

In the replies, other users said the post aligned with what they have noticed on social platforms. 

One person noted, "I dont have insta, but i use [Facebook] for memories. Im lucky if i see 18 friends post in 60 MINUTES." 

Another commenter wrote, "One of the many reasons I don't use that platform."

More background

When feeds are packed with ads, suggested posts, and influencers selling products, users are nudged toward more buying, more impulse spending, and more screen time.

For people already trying to spend less or buy more intentionally, that kind of design can feel especially manipulative. People were very frustrated throughout the thread with how the web is becoming harder to use as advertising spreads. 

One commenter wrote, "I read an article put out by a very big publication. I counted 17 of the same ad (at least it was static) in that single article. Sometimes websites stuff so many ads, many of them videos, that the page refuses to load or loads so slowly it may as well not bother."

Another person argued, "They are slowly acclimating us to watch more and more, reinforcing us with our preferred videos…"

What can be done?

The most immediate option may be to change how you use the platform rather than simply accepting the default feed.

In the comments, one Reddit user suggested a straightforward workaround. "You can bypass them altogether by just using the following feed instead of their suggested posts," they said.

They added, "Just click on the logo at the top and go to following and it'll all be people you follow in the order they posted. Bliss."

Where can I learn more?

Seeing 18 paid ads in a minute may sound extreme, but it's a part of the pattern of platforms shoving more encouragement to shop into social media.

• On YouTube, users saw an ad for Temu under a video directly criticizing the company.

• On Instagram, a user was unsettled when an AI therapy bot turned a chat personal.

• On Facebook Marketplace, an excessive toddler shoe collection sparked outrage over wasteful online selling.

• On YouTube, a mega-yacht flaunt from MrBeast fueled backlash over performative excess.

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