Instagram testing a feature that may make a lot of users unhappy, here’s why

Instagram

Instagram, the popular social media platform from Meta is testing a new feature called ‘Ad Breaks,’ that shows you advertisements that you cannot skip. This means that to continue scrolling through the content feed, Instagram users will be forced to watch the entire ad before continuing to navigate.

These new "Ad Breaks" include a countdown timer, preventing users from browsing more content on the app until they view the complete advertisement. However, many users on Reddit, X, and other social media platforms expressed overwhelmingly negative reactions.

Instagram user Dan Levy, shared a screenshot of this feature and encountered an unskippable ad. He further expressed his disapproval, calling it a “bonkers move.”

A Meta spokesperson via TechCrunch stated, “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.”

A screenshot shared by Reddit users also shows a timer displayed on the screen while the ad is being played, which lets you know how much time is left for the ad to complete. The “Ad Break” icon is also visible with a countdown timer that shows the seconds left before the users can start scrolling again.

Instagram currently displays sponsored posts and ads between various posts under users’ feeds while scrolling through. But sticking unskippable content between posts has particularly angered many Instagram users. In simpler terms, the introduction of unskippable advertisements could lead to increased revenue and value for advertisers, albeit compromising on the usabilty of the app.