Instagram Tests Unskippable Ads

Instagram has confirmed the testing of a new feature known as “Ad Breaks,” which introduces unskippable ads into users’ browsing sessions. This move has already sparked significant negative feedback across social media, with many users expressing frustration and considering leaving the platform.

“Ad Breaks” require users to view an advertisement for at least 3-5 seconds before they can continue scrolling through their feed. This development comes as part of Meta’s ongoing efforts to increase revenue in the face of challenges such as stricter privacy regulations and competition from platforms like TikTok.

Meta, the parent company of Instagram, has historically relied on personalized ads to generate revenue. However, the introduction of unskippable ads marks a new strategy to boost ad engagement and revenue. Instagram confirmed the testing of these ads after screenshots began circulating online, showing a countdown timer that prevents users from continuing their browsing until the ad has been viewed.

This approach mirrors that of YouTube’s free version, which requires users to watch ads before and during videos. Given Instagram’s evolution from a photo-sharing app to a platform heavily featuring video content through Stories and Reels, the introduction of such ads seems a logical, albeit controversial, step.

The new feature was first spotted by Instagram user Dan Levy, who posted a screenshot on X, describing the experience as a “bonkers move.” A subsequent Reddit post further explained that clicking the info icon next to the ad reveals a message explaining the new ad format.

Reactions from users have been predominantly negative, with many threatening to abandon Instagram if unskippable ads become a permanent fixture. Some commenters speculated that this decision was driven by a desire to boost ad engagement at the cost of the user experience.

Instagram has not provided details on where in the app the ad breaks will appear or if the feature is being tested globally. Screenshots indicate that the ad breaks may appear in the Feed while users watch video posts. It remains unclear whether Instagram creators will have any control over the appearance of these ads.

For now, the unskippable ad feature is in the testing phase. However, it underscores Meta’s willingness to experiment with fundamental aspects of Instagram’s user experience in pursuit of increased ad revenue.