Click, Curiosity, Convert: The Influence of Sponsored Ads

No matter what device we use or which social media app we open, advertisements follow us everywhere in the digital world. Sponsored ads on platforms like Facebook and Instagram have become a part of our online experience. But have you ever wondered whether they actually influence us? Are they just background noise, or do they subtly shape our online behavior—our clicks, interests and purchases? Social media allows brands to engage with audiences through sponsored posts that blend seamlessly into users’ feeds. These ads often resemble regular content, subtly shaping users’ perceptions of the brand.

Sponsored advertising on social media began to take shape as internet access expanded and smartphones became widely available in daily life. In the early days, social media was limited to a small group of users who mainly used it to stay in touch with friends and family. As smartphones became more affordable, platforms like Facebook gained popularity, transforming into spaces where people could interact, share photos and videos and post updates.

Once businesses recognized the potential of these platforms, they began creating pages to showcase their products, services and events. Initially, companies relied on organic reach, where a post would only reach users who engaged with it—those who liked, commented on or shared it—making visibility unpredictable and often limited. However, businesses soon began experimenting with paid promotions, now known as "sponsored ads”, which allowed content to appear directly in the feeds of their target audiences. This shift was not limited to Facebook, Instagram and YouTube also emerged as major platforms for sponsored advertising. The ads we now see, whether between stories, in reels or before videos, are all part of this trend.

The COVID-19 pandemic accelerated this shift, forcing businesses to operate online to reach their audiences. Companies began using sponsored ads more strategically to connect with the right users at the right time.

This transformation from traditional to digital platforms has transformed the way businesses advertise and highlighted the importance of understanding how people actually respond to sponsored content on social media. To explore this further, Avant Garde Solutions, a Nepal-based market research firm, conducted a face-to-face quantitative survey within the Kathmandu Valley using the Computer-Aided Personal Interview (CAPI) method. A total of 500 respondents, all of whom could recall or recognize sponsored ads on social media, were interviewed for the survey.

The findings reveal some interesting patterns. The majority of respondents were aged 18–25 (53.6%), followed by those aged 26–35 (24.2%) and 36–45 (22.2%). The gender distribution was almost equal, with 48.8% male and 51.2% female taking part in the survey. Among the respondents, 87.2% reported that they sometimes or very often notice sponsored ads while scrolling through their feeds. Even more striking, over half of the respondents (52%) admitted to clicking on a sponsored ad at least occasionally, often driven by curiosity.

For many people, curiosity is sparked by an eye-catching clothing ad (69%), a tempting dish from the food and beverage category (65%) or a newly launched gadget (55%). However, what people notice most is not always what they act on. In fact, noticing an ad does not necessarily translate into clicking it. Interestingly, although automobiles are among the least noticed sponsored ads (29%), they generate the highest click rate, with 67% of respondents engaging with them. These findings suggest that curiosity alone is not enough to drive clicks.

So, what makes us click? The findings suggest that we are mostly drawn to discount offers, customer reviews or seeing a product in use. These insights indicate that we do not click on ads simply because they exist, but because they feel useful, interesting and relevant to us. Platform placement also plays a key role. Most respondents say they noticed these ads on YouTube (91%), followed by Facebook (78%) and Instagram (53%). This implies that for ads to be truly effective, brands should focus not only on capturing users’ attention but also on appearing on the platforms where people engage the most.

Yet, there is another way to look at this. Are sponsored ads truly helping businesses grow, or are they just another piece of content that people scroll past online? Do they attract new customers, or simply interrupt our browsing experience? How often do you find yourself stuck on an ad you can’t skip on social media?

The survey found that most viewers find such ads distracting (74%) and irritating (63%). At the same time, a significant number recognize their value, describing them as informative (67%) and useful (60%). People remember seeing these ads—but is the recall positive, or simply because they were frustrated waiting for the ad to end?

Have you ever made a purchase just because of a sponsored ad on social media? The survey revealed that 40.8% of respondents had considered buying a product promoted through a sponsored ad in the past six months, while 26.4% actually went ahead and made the purchase. Of the 132 respondents who admitted to buying something influenced by sponsored ads, 45 bought clothes, 35 purchased beauty products and 24 bought electronics. These findings show that sponsored ads are not just noticed; they can actively influence audience buying decisions.

These findings carry an important lesson for businesses considering advertising through sponsored ads. While people may notice these ads, the real challenge lies in converting attention into action. User curiosity drives the number of clicks on sponsored ads, which means companies should focus on designing content that sparks genuine interest rather than simply occupying screen space.

While social media platforms offer enormous reach, they also carry the risk of irritating audiences—intrusive placements can do more harm than good. A better approach is to make ads short, relevant and non-intrusive. Awareness rates for categories like clothing, food and gadgets are comparatively higher than other sectors, indicating that these categories are more likely to drive sales when paired with discounts, reviews or product demonstrations. Most importantly, brands can influence real buying behavior through sponsored ads—but only when the ads truly connect with the customer’s needs.

In conclusion, sponsored ads go beyond simply placing products in front of people; they shape how we think, feel and act online. Therefore, businesses should focus not just on grabbing users’ attention for a few seconds, but on sparking curiosity and adding value to their feeds. Today’s audiences are no longer persuaded by loud, repetitive messages; they respond to ads that connect with them emotionally and address their needs. Ads that understand viewers and provide real value can turn initial attention into genuine interest, and interest into lasting loyalty.

This opinion article was originally published in October 2025 issue of New Business Age magazine.