In the beginning of 1944, the world could see a spread in the use of banners, a new digital way to market through. This quickly became a popular way to market. But this also led to discussions in regard to how effective these banners were. These discussions have since then grown and today there are constantly new studies about how effective the different ways to market yourself are. One phenomenon that many of these studies has observed is “Banner blindness”, which is a self-introduced blindness that makes it possible for users to filter out the advertising. This phenomenon has, despite its name also appeared outside of banners and amongst other places on Facebook. Despite all the studies about the phenomenon, studies in regard to its limitations, as well as if the phenomenon can be observed on the social media platform Instagram are still missing.

This study therefore strives to examine if the phenomenon “Banner blindness” can be observed on the paid corporate posts on Instagram. Observations and interviews were made in order to examine this. The interviews showed that the phenomenon can be observed on Instagram, but also that there are some factors that affects it. Amongst these factors the persons brand attitude was one of the most important ones. The study also shows that a good personalized ad, really can affect how it is perceived.