Instagram confirmed that it was testing unskippable ads after screenshots of the ads began circulating on social media. According to informational text appearing in the Instagram app, these new ad breaks will feature a countdown timer and will prevent users from viewing other content in the app until the ad appears.
The change would bring the social network closer to the free version of YouTube, which requires users to watch ads before and during videos. It would make sense for Instagram to consider moving in this direction, given that in recent years it has transitioned from a place to share still images to a video-sharing network thanks to features like Stories and Reels.
“We are constantly testing formats that create value for our advertisers,” a Meta spokesperson told TechCrunch. “We will test and learn, and will provide updates if this testing warrants formal product changes,” they said.
The new “ad break” feature was first spotted by Instagram app user Dan Levy, who posted a screenshot of a test on his X account. He said the app prevented Levy from scrolling past an ad when it appeared, which he thought was a “crazy move.”
Wow! It looks like Meta is forcing you to watch ads in your Instagram feed!
The app actually stops you from scrolling past this ad, which is totally weird to me. pic.twitter.com/740EXjGyl2
— Dan Levy ✡ Hey everyone (@TheDanLevy) June 1, 2024
A follow-up post on Reddit explains that if you click on the information icon next to an ad break to find out more, you'll see a message that reads, “You've reached an ad break. Ad breaks are a new way to view ads on Instagram. You may need to view an ad before continuing browsing.”
Other commenters admitted that they too have seen the feature from time to time. As expected, the majority of reactions were negative. Some threatened to close Instagram if they encountered such “ad breaks,” while others said they would stop using the app altogether. Additionally, commenters questioned whether the decision was driven by a need to boost engagement with ads at the expense of consumer experience.
Levy's post was then redistributed by other X accounts, including @howfxr and @Dexerto.
Instagram did not disclose where the ads will appear in the Instagram app or whether it is testing the feature globally. However, screenshots show ads appearing in the app's feed while watching a video post. It is unclear at this time whether Instagram creators have control over the appearance of these ads.
For now, the feature is just a test, but it shows the extent to which Meta is willing to experiment with the app's core user experience in order to prioritize increasing advertising revenue.