Liam Walsh
Liam is a Co-Director at Intelligency and heads up the agency's Digital Intelligence & Paid Social activity. Over the last decade, he has worked with brands from the world of sports such as Premier League clubs to entertainment such as Channel 4 and Disney.
Why is Meta So Important?
Facebook and Instagram, both owned by Meta, are some of the most widely used social media platforms in the world. Billions of people use them daily to stay connected with friends, share updates, and discover new content. For businesses, these platforms are a key part of their marketing strategies, allowing them to reach the right audience through targeted advertising. Most of Meta’s revenue—over 96%—comes from ads, making them essential to keeping these platforms free for users.
The Idea of a Paid, Ad-Free Experience
Meta is exploring the idea of offering a paid subscription in the UK that would allow users to browse Facebook and Instagram without seeing ads. The move follows the company’s introduction of a similar service in the EU, where users can opt for an ad-free experience starting from €5.99 (£5) per month. The subscription would be aimed at people who do not want their data to be tracked for targeted advertising.
Meta has said it is working with the UK’s Information Commissioner’s Office (ICO) to ensure the plan aligns with data protection laws. Regulators have expressed concerns that users should have a genuine choice—either agreeing to data tracking for personalised ads or paying for an ad-free experience.
Would People Pay for an Ad-Free Experience?
Social media experts believe that most users are unlikely to subscribe. When Meta launched its ad-free option in the EU in October 2023, uptake was reportedly low. Many people are used to free social media and would rather continue using the platforms with ads than pay a monthly fee.
For Meta, introducing an ad-free option may be less about making money from subscriptions and more about preparing for future regulations that could restrict data collection for targeted advertising. As privacy laws tighten, offering a paid alternative allows Meta to continue operating within legal requirements while still relying on its primary source of revenue—advertising.
Ultimately, most people will decide whether they value privacy enough to pay for it or whether they are happy to keep using social media for free with ads.
