Instagram is testing a new feature that could transform the way users experience ads on the platform. The social media giant confirmed on June 3, 2024, that it is experimenting with unskippable ads, which require users to watch ads before they can continue browsing the app. This update, initially reported by TechCrunch, marks a significant shift in Instagram’s advertising strategy and mirrors the ad models used by other platforms, such as YouTube.
Screenshots of the feature, shared by Instagram user Dan Levy on X (formerly Twitter), reveal a countdown timer displayed during the ad. Users cannot scroll past this ad until the timer completes, which effectively pauses their activity on the app. The message accompanying the feature states, “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 announcement has sparked a wave of reactions across social media, with many users expressing their displeasure.
“We’re always testing formats that can drive value for advertisers,” a Meta spokesperson told TechCrunch. “As we test and learn, we will provide updates should this test result in any formal product changes.” The company has yet to provide details on where these ad breaks will appear within the app or whether the feature is being tested globally. However, the screenshots suggest that these ads are integrated into the Feed, particularly when watching video posts.
The introduction of unskippable ads could signal a new phase in Instagram’s monetization strategy, aligning it more closely with video-sharing platforms that rely heavily on advertising revenue. Instagram, which has evolved from a photo-sharing app to a platform focused on video content through Stories and Reels, might be aiming to capitalize further on this shift.
User reactions to the test have been largely negative. Many have taken to social media to voice their frustrations, with some threatening to leave the platform if unskippable ads become a permanent feature. Comments on Levy’s post and related discussions on Reddit highlight concerns over the potential disruption to the user experience. Critics argue that this approach prioritizes advertising revenue over user satisfaction, which could backfire if it leads to decreased user engagement.
As Instagram continues to explore new advertising formats, it remains to be seen how this will impact its user base and overall app experience. For now, the company appears committed to experimenting with ways to balance advertiser needs with user expectations. If successful, this move could pave the way for similar strategies across other Meta platforms.
Read more about the development on TechCrunch.
