Social media users were taken aback recently when Instagram announced it’s experimenting with unskippable ads within the app. Screenshots of this new feature, called “ad breaks,” have been making rounds online. These ad breaks feature a countdown timer, effectively halting users’ ability to scroll through their feed until the ad concludes.
Value for Advertisers
This approach by Instagram mirrors the ad strategy used by the free version of YouTube, which requires viewers to watch ads before and sometimes during videos. The shift seems logical for Instagram, given its transformation into a video-centric platform through features like Stories and Reels, diverging from its original photo-sharing focus.
Though Instagram has not provided detailed information, a Meta spokesperson confirmed the tests to TechCrunch, mentioning that the company is investigating “formats that can drive value for advertisers.” They stressed that these are merely tests and any changes based on the results will be communicated.
User Reactions
The news was first revealed by Instagram user Dan Levy, who posted a screenshot encountering an unskippable ad. Levy criticized the move, calling it “bonkers.” Additional details were shared via a Reddit post, noting that clicking the ad break’s information icon displays a message explaining it as “a new way of seeing ads on Instagram,” and users might have to watch it before continuing to browse.
Public Sentiment
Unsurprisingly, the reactions have not been overwhelmingly positive. Levy’s post gained attention as it was re-shared by other social media accounts. While Instagram hasn’t specified the locations where the test is running or its global reach, screenshots indicate that the ad breaks appear within the in-app feed during video post viewing. It is also unclear whether content creators will have any say over these ad placements. The company might be aiming to increase ad revenue. For now, it remains a test, but it’s a development that frequent Instagram users should monitor.
(Via)
