Instagram has officially confirmed that it is testing a new feature involving unskippable ads, following the circulation of screenshots of this feature on various social media platforms. These new ad breaks will include a countdown timer, preventing users from continuing to browse content on the app until they finish watching the ad, as per the informational texts displayed within the Instagram app.
This shift aligns Instagram more closely with the ad-supported model of YouTube’s free version, where users are required to view ads before and during videos. This move seems logical for Instagram, which has increasingly pivoted towards video content with features such as Stories and Reels, moving away from its original focus on still photo sharing.
A Meta spokesperson informed, “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 introduction of this “ad break” feature was first identified by Instagram user Dan Levy, who shared a screenshot of the test on his account on X. Levy noted that the app prevented him from scrolling past the ad, which he described as a “bonkers move.”
A subsequent Reddit post elaborated that clicking the info icon next to the ad break reveals a message stating: “You’re seeing an ad break. Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you keep browsing.”
Other users also reported encountering this feature, with the overall sentiment leaning towards the negative. Many users threatened to abandon Instagram if such “ad breaks” became a regular occurrence, while others vowed to stop using the app altogether. Additionally, there was widespread speculation that this decision might be aimed at boosting ad engagement, potentially at the detriment of the user experience.
Levy’s post has since been recirculated by other accounts on X, like @howfxr and @Dexerto.
Instagram has not disclosed the specific areas within the app where these ad breaks are being tested or whether this is a global test. However, screenshots indicate that these ad breaks appear in the app’s Feed while users are watching video posts. It remains uncertain if Instagram content creators will have any control over the integration of these ads.
