Why Ads Are Hated: And How Relatable Content is the Best Way Forward
Let’s face it, ads aren’t exactly the internet’s favourite guest. They pop up when we’re trying to watch a video, block half the page when we’re reading an article, and—let’s be honest—some of them just feel like the digital equivalent of being shouted at in the street. It’s no wonder that ad-blocker use has skyrocketed. People are willing to pay good money just to avoid interruptions. In fact, over 43% of UK internet users have installed ad blockers, with many turning to premium, ad-free subscriptions just for a bit of peace.
So, where does that leave brands? How can producers and advertisers cut through the noise when audiences are actively trying to shut them out?
Ad Blocker Boom: Why People Are Fed Up
There’s a common thread to all the online grumbling: ads are often seen as irrelevant, repetitive, and intrusive. Think about it: how many times have you been served the same ad for a product you’ve already bought? Or been interrupted right as a YouTube video is about to hit the good part? In today’s world of instant gratification, this can make the average viewer feel anything but patient. That frustration is driving more people to download ad-blockers, which spells trouble for brands looking to reach potential customers.
In fact, the rise of streaming services like Netflix and Spotify’s premium ad-free option only highlights just how much people are willing to invest in not being interrupted. This growing trend raises a crucial question for advertisers: how do you connect with an audience who are increasingly dodging traditional ads?
The Secret Sauce: Relatable Content
The answer? Create content that people actually want to see. No one likes feeling like they’re being sold to, but what people do love is content they can relate to—something that makes them laugh, nod their head in agreement, or feel like they’re part of a conversation.
In this climate, relatable content is king. Ads that feel more like a story or a social post can seamlessly blend into a viewer's experience, instead of barging in. Consumers want to feel seen, understood, and—most importantly—like the ad is worth their time. The most successful campaigns today are the ones that resonate on a personal level. Think of the viral sensation of Innocent Drinks or the heart-tugging John Lewis Christmas ads that leave the nation in tears each year. These are more than just promotions; they’re moments.
How to Nail Relatable Content: 3 Key Strategies
Authenticity is Everything Forget polished, overproduced ads that scream corporate. Viewers are craving authenticity. Whether it’s behind-the-scenes content or using real people instead of models, today’s audience responds best to content that feels raw and genuine. Brands like Gymshark have built empires on using real athletes and influencers to connect with their audience.
Leverage Social Media Trends TikTok, Instagram Reels, and YouTube Shorts are buzzing with viral challenges, meme-worthy moments, and user-generated content. Jumping on the latest trends can help your brand stay relevant and show that you're in touch with what’s happening right now. The key is to engage with the trend in a way that feels natural—forced, “cringe” attempts to hop on a viral moment can backfire spectacularly. When done right, your ad might not even feel like an ad—it’s just part of the fun.
Tell a Story Everyone loves a good story, whether it’s in a 30-second clip or a full minute on Instagram. Rather than trying to cram a product pitch into every second, focus on storytelling. A well-told narrative will keep viewers engaged from beginning to end—and they’ll remember how your brand made them feel. Guinness’s iconic “Surfer” ad from the ‘90s still sticks with us today because it was a visual story that left a lasting impact.
How MXM Casting Can Help You Create Relatable Content
At MXM Casting, we get it. Audiences don’t just want to watch—they want to connect. And the heart of any relatable content is the people. We know how to find the right talent that can bring authenticity to your project. Whether you’re after a charismatic lead for a social media campaign, or an ensemble cast to tell a compelling story in your TV advert, we’ve got you covered. Our expertise ensures that the talent you choose feels right for the audience you want to reach.
So, if you're ready to create campaigns that people won't want to skip, let’s chat. We specialise in connecting you with the right talent to turn your next advert into something audiences will remember for all the right reasons.
Conclusion: Make Them Want to Watch
Ads aren't going anywhere—but how we create and deliver them needs to change. In a world where people are increasingly paying to avoid ads, the trick is making them feel like they’re missing out if they don’t watch. Relatable, authentic content that taps into the current online vibe is the future of advertising. Ready to create something people won’t want to block? Contact MXM Casting today and let’s get started on casting the perfect talent for your next unforgettable campaign.
