Instagram is testing a new feature inspired by YouTube: unskippable ads. A Reddit user, FireCubX, reported that while browsing Instagram, users might encounter an “ad break” icon with a countdown timer, preventing further scrolling until the ad is viewed. Tapping the icon reveals a message explaining the new feature: “Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you can keep browsing.”
Meta, Instagram’s parent company, confirmed the test. A spokesperson stated, “We’re always testing formats that can drive value for advertisers,” and promised updates if the test leads to permanent changes.
Currently, Instagram is already filled with sponsored posts and ads in its home feed and Stories. The addition of unskippable ads has sparked negative reactions on social media. Many users expressed frustration, warning that this could drive people to close the app or stop using it altogether.
Twitter user Dan Levy highlighted the inconvenience, noting that Instagram stopping users from scrolling past ads is a drastic move. Unlike YouTube, where viewers tolerate ads to watch desired content, it’s uncertain if Instagram users will endure them just to continue browsing.
Instagram’s advertising revenue has been substantial, generating $11.3 billion in 2018, $17.9 billion in 2019, $22 billion in 2020, $32.4 billion in 2021, and $16.5 billion in the first half of 2022, surpassing YouTube’s ad revenue.
While the unskippable ads are still in the testing phase, the significant backlash might influence Meta’s decision on whether to implement them widely.
