Meta to offer ad-free subscriptions to Facebook and Instagram users

Meta has today announced that it will be offering ad-free subscriptions to Facebook and Instagram users in the EU, EEA and Switzerland.

In a statement, Meta said: "To comply with evolving European regulations, we are introducing a new subscription option in the EU, EEA and Switzerland. In November, we will be offering people who use Facebook or Instagram and reside in these regions the choice to continue using these personalised services for free with ads, or subscribe to stop seeing ads. While people are subscribed, their information will not be used for ads."

The statement continued: “People in these countries will be able to subscribe for a fee to use our products without ads. Depending on where you purchase it will cost €9.99/month on the web or €12.99/month on iOS and Android. Regardless of where you purchase, the subscription will apply to all linked Facebook and Instagram accounts in a user’s Accounts Center. As is the case for many online subscriptions, the iOS and Android pricing take into account the fees that Apple and Google charge through respective purchasing policies.”

Social media experts cautiously welcomed the move, but questioned whether the move is about UX or revenue generation. One also claimed the elephant in the room is that it may suggest algorithm-based ad targeting may not be as effective as hoped.

According to Tom Anderson, CEO at Hummingbird Agency: “In the ever-evolving realm of digital media, Meta's latest move to introduce a paid, ad-free subscription is generating waves of discussion. For many, it's a welcome respite from the relentless barrage of ads, offering a cleaner, more focused user experience. However, there's an undercurrent of scepticism. With Meta already facing criticism for its advertising practices, some argue that this is merely a clever guise for another revenue stream, rather than a genuine effort to prioritise user experience."

Anderson's scepticism was shared by Amey Hellen, digital marketing executive at Derby-based Think3: “While the introduction of ad-free subscriptions offers respite from intrusive advertisements, it's vital to scrutinise the underlying motives. These subscriptions promise control and privacy, addressing user concerns about data collection and privacy invasion. However, they also pose ethical questions: are they a response to user needs or a monetisation strategy profiting from these concerns? It's a delicate balance between user experience and revenue generation, highlighting the challenge of platforms offering privacy as a paid service. In this digital age, users must advocate for privacy rights, while social media platforms must maintain ethical standards, fostering a harmonious user-platform relationship.”

Meanwhile, Dan Gable, founder at ShoutOut, said it's important not to miss the elephant in the room: "Meta and Facebook launching a paid subscription that will remove adverts seems to be a trend across all social media platforms. However, let's address the rather large elephant in the room, namely, is Meta now admitting that social media adverts are an annoyance? Social platforms capture our data and sell it back to us in the form of targeted adverts expertly delivered to a captive audience. With Meta offering a premium advert-free option it does feel like they are also saying that the algorithm-based targeting may not be as effective as we would have hoped. Perhaps we are looking at the beginning of the end of the paid social media advert and entering a new realm of organic reach through relevant and useful content. As far as social media is concerned, we may be back to content being king rather than followers, algorithms and media spend. I hope so, and I would be happy to never see or produce another advert again and instead produce useful and relevant content."

For Debbie Porter, managing director at Destination Digital Marketing, it's good news that consumers have the choice but, as a digital marketer, it makes her want to throw her hands up in the air: “As a consumer who hates being followed around by ads, this is great way to persuade end users to sign up, though at €9.99/month that's a pretty steep price to pay to avoid what can otherwise be momentarily scrolled past. As a digital marketer, this makes me throw my hands in the air. GDPR, iOS and browser updates over the last couple of years have pummelled digital marketers' abilities to reach audiences with the ease that we could just a short time ago. It's interesting to see the price on each individual's head is valued at €9.99/month. People have always been the product on Facebook, and this now ascribes a value to that.”

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