Instagram Introduces 'Ad Breaks': Testing Unskippable Ads in the App
Social media users were recently surprised after Instagram confirmed that it was testing non-skippable ads within the app. Screenshots showing this new feature, known as “ad breaks”, have been making the rounds online. These ad breaks display a countdown timer, essentially pausing users’ ability to scroll through their feed until the ad finishes playing.
The format will enhance value for advertisers, a Meta spokesperson said
Instagram’s move mirrors the advertising strategy employed by YouTube’s free tier, which forces viewers to watch ads before and sometimes before videos. The shift makes sense for Instagram, considering its own evolution from its early origins as a photo-sharing app to a platform heavily focused on video content through features like Stories and Reels. While Instagram remains tight-lipped on specifics, a Meta spokesperson confirmed the tests to TechCrunch, saying the company explores “formats that can increase value for advertisers.” They emphasized that these are tests and any possible changes based on the results will be reported.
The news was sparked by Instagram user Dan Levy, who shared a screenshot of a test encountering an unskippable ad. Levy expressed his displeasure, calling it a “bonkers move”. More details emerged via a Reddit post that clarified that clicking on the ad break’s information icon is a “new way to see ads on Instagram” and users may be required to view it before continuing to browse.
Predictably, reactions have not been overwhelmingly positive. Levy’s post gained traction as it was re-shared by other social media accounts. While Instagram hasn’t disclosed the specific locations where the test is underway or its global reach, screenshots indicate that ad breaks appear in the in-app feed while watching video posts. Additionally, it is unclear whether content creators will have any influence over this ad placement. The company is potentially trying to increase advertising revenue. So far, it’s a test, but it’s a development worth keeping an eye on for frequent Instagram users.
