Instagram is exploring a contentious new advertising format: unskippable ads. This feature, which halts users from advancing through their feed until the ad is viewed, has been confirmed by the social media giant after screenshots and user experiences surfaced online. These ads come with a visible countdown timer, compelling users to stay put until the timer ends.
Instagram’s experiment mirrors the approach of other platforms like YouTube, where free users must watch ads before accessing content. This pivot aligns with Instagram’s evolving focus on video through features like Stories and Reels, marking a departure from its roots as a photo-sharing app.
“We’re constantly exploring formats that add value for advertisers,” a Meta spokesperson shared with TechCrunch. “This test will inform potential future updates to our advertising products.”
Dan Levy, an Instagram user who encountered the test, shared his experience on X (formerly Twitter). Levy described the feature as a “bonkers move” after the app prevented him from bypassing the ad, revealing the novelty and surprise many users felt. His post quickly went viral, sparking discussions and spreading to other platforms.
A Reddit post further illuminated the feature’s mechanics. Clicking the info icon on the ad breaks reveals a message explaining: “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.” This explanation provided some clarity but did little to quell the user backlash.
Public reaction to the unskippable ads has been predominantly negative. Many users voiced their frustration and threatened to abandon the app if the feature becomes permanent. The general sentiment suggests a significant concern over user experience being sacrificed for increased ad revenue, questioning Meta’s priorities.
Despite the uproar, Instagram has not disclosed detailed plans regarding the ad break feature’s deployment. The company also did not confirm if this feature will be tested globally or specify where it would appear within the app. Screenshots suggest that these ads interrupt the main feed while users watch video posts.
This ongoing test underscores Meta’s willingness to adjust Instagram’s user experience to boost ad revenue, sparking a debate on balancing profitability with user satisfaction. For now, users and advertisers alike will be watching closely to see if these unskippable ads become a fixture on the platform.
Source: TechCrunch