POPULAR social media app Instagram is testing unskippable ads, with some users already experiencing the new feature. This move appears to be aimed at ensuring users view ads more thoroughly rather than just scrolling past them.
Reports on social media platforms X and Reddit indicate that only a subset of users has encountered these unskippable ads so far. Meta, Instagram’s parent company, confirmed that this feature might become a permanent part of the app.
Instagram spokesperson Matthew Tye was quoted as saying: “We’re always testing formats that can drive value for advertisers. As we test and learn, we will provide updates should this test result in any formal product changes.”
Instagram users who have seen the new ads report that a small counter labeled “ad break” appears at the bottom of their screen while scrolling. Tapping this icon reveals a message: “Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you can keep browsing.”
Currently, Instagram displays sponsored posts and ads between regular content in the home feed and Reels, which users can scroll past. However, introducing unskippable content between posts could be more disruptive.
This shift comes as Instagram evolves its platform to resemble competitors. Reels were introduced to rival TikTok, and Threads was launched to compete with X. Now, with unskippable ads, Instagram seems to be adopting a strategy similar to YouTube. The video-sharing giant shows unskippable ads before and during videos and recently expanded 30-second commercials on its TV app.
Like YouTube and TikTok, which also insert ads between short-form videos, Instagram’s new ad format might require users to pause and watch ads before continuing to scroll. While this could increase ad engagement, it may also affect user experience on the platform.
As the test continues, users and advertisers alike will be watching closely to see if unskippable ads become a staple of Instagram’s advertising strategy.
