Instagram confirms test of 'unskippable' ads

Instagram has confirmed that it is testing unskippable ads after images of the feature started circulating on social media. These new ad breaks will feature a countdown timer that prevents users from browsing further content on the app until they view the ad, as per the informational text displayed in the Instagram app.

This change would make the social network more similar to the free version of YouTube, which requires users to watch ads before and during video playback. Given Instagram's shift towards becoming more of a video-sharing platform over the years with features like Stories and Reels, it is not surprising that they are considering this approach.

"We're always testing formats that can provide value for advertisers," a spokesperson from Meta company told TechCrunch. "As we test and learn, we will provide updates if this test leads to any official product changes," they added.

The new 'ad break' feature was first noticed by Instagram user Dan Levy, who shared a screenshot of the test on his X account. When the ad appeared, the app prevented Levy from scrolling past it, which he found to be a surprising move.

A subsequent post on Reddit clarified that by clicking on the info icon next to the ad break, users would see a message stating, "You're seeing an ad break. Ad breaks are a new way of viewing ads on Instagram. Sometimes you may need to watch an ad before continuing to browse."

Other users also confirmed that they had encountered the feature at times. As expected, the reactions were mostly negative, with some threatening to quit Instagram if they encountered such 'ad breaks,' while others vowed to stop using the app altogether. Commenters also questioned whether this decision was made to boost ad engagement at the expense of user experience.

Levy's post has been shared by other accounts on X, such as @howfxr and @Dexerto.

Instagram did not disclose where the ad breaks appear in the app or whether the feature is being tested globally. The screenshots, however, show the ad breaks appearing in the app's Feed while watching video posts. It is currently unknown if Instagram creators will have any say in the appearance of these ads.

While the feature is currently in the testing phase, it highlights Meta's willingness to experiment with the app's core user experience in pursuit of increased ad revenues.