Reported by Oluwajuwon Olarinmoye
Instagram is currently testing a new ad format that users cannot bypass, marking a significant shift from the platform’s traditional ad experience. Previously, users could swipe or scroll past ads in the main feed, Stories, and Reels. The new feature, dubbed “ad break,” prevents users from skipping ads, instead displaying a countdown timer before normal functionality resumes.
Screenshots shared online reveal the timer counting down to zero, with a message from the Meta-owned platform explaining, “Sometimes you may need to view an ad before you can keep browsing.” Instagram confirmed the trial to the BBC, stating, “We’re always testing formats that can drive value for advertisers,” and promised further updates if the test leads to permanent changes.
In a broader statement, Meta emphasized its ongoing experimentation with new products and ad solutions to align with evolving consumer trends and business needs. However, the trial has sparked criticism among users.
Many users have taken to social media platforms like Threads to express their displeasure. One user called the move “bonkers,” describing it as an aggressively pushy strategy to generate more ad revenue for Meta. Another user on X (formerly Twitter) declared, “We will simply not be scrolling,” hinting at a potential boycott.
Meta’s approach is not unprecedented; YouTube has long employed non-skippable ads for users who do not subscribe to its ad-free premium tier. YouTube’s advertisers can use 15 to 30-second non-skippable ads before, during, or after videos, and also utilize six-second “bumper ads” to ensure their messages are seen in full.
In response, some YouTube users have turned to ad-blocking tools and browser extensions to circumvent the interruptions. Google, YouTube’s parent company, has been actively working to counteract these ad blockers.
The effectiveness of unskippable ads in driving engagement remains debatable. A TikTok study published in January suggested that forced ads might reduce viewer engagement. Over 70% of participants indicated they were more likely to engage with an ad if given the option to skip it.
As Instagram continues to test this new ad format, it remains to be seen whether it will meet advertisers’ expectations without alienating users. The platform’s success will depend on balancing advertiser demands with user satisfaction, a challenge faced by many social media giants navigating the complex landscape of digital advertising.
Reported by Oluwajuwon Olarinmoye