Instagram has confirmed that it is testing unskippable ads. This development was uncovered after users began sharing screenshots of the new feature across various social media platforms.
The feature, known as “ad breaks,” compels users to watch ads in their entirety before they can continue scrolling through their feeds. According to the informational text displayed in the app, these ad breaks include a countdown timer that prevents users from bypassing the content, reminiscent of YouTube’s unskippable ad model. The introduction of such ads aligns with Instagram’s evolution from a photo-sharing platform to a video-centric app, with features like Stories and Reels now dominating user engagement.
A Meta spokesperson told TechCrunch, “We’re always testing formats that can drive value for advertisers. As we test and learn, we will provide updates should this test result in any formal product changes.” The statement indicates that while the feature is still in its testing phase, it could become a permanent fixture if it proves successful.
The new ad format was initially spotted by Instagram user Dan Levy, who shared a screenshot on his account on X (formerly Twitter). Levy described the unskippable ad as a “bonkers move,” noting that it interrupted his scrolling experience. Additional users on Reddit corroborated his findings, expressing frustration and concern over the potential disruption these ads might cause.
Reaction to the test has been largely negative, with many users voicing their displeasure and threatening to abandon the platform if such ads become widespread. Critics argue that unskippable ads could diminish the user experience and question whether Instagram’s decision is driven by a desire to boost ad engagement at the expense of user satisfaction.
Despite the backlash, Instagram has not disclosed details about the specific placement of these ads within the app or whether the test is being conducted globally. Screenshots suggest that ad breaks are currently appearing in the app’s Feed during video posts. It remains uncertain whether Instagram creators will have any control over the timing or frequency of these ads.
As Instagram continues to explore new ways to generate revenue, this latest experiment underscores the company’s willingness to modify core aspects of its user experience. Whether these changes will ultimately benefit advertisers without alienating the app’s user base remains to be seen.
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