Instagram is currently testing a new feature called “ad break,” which prevents users from skipping past advertisements—a significant shift from the typical user experience of being able to swipe or scroll away from ads. This trial involves a countdown timer that must reach zero before users can continue browsing, much to the dismay of many on the platform.
Meta, the parent company of Instagram, confirmed the ongoing test to the BBC. “We’re always testing formats that can drive value for advertisers,” Instagram explained, indicating that the results of this test could lead to permanent changes in how ads are displayed on the platform.
This move aligns with Meta’s strategy of experimenting with new advertising solutions to keep up with consumer trends and business needs. However, this shift toward unskippable ads has not been warmly received by the platform’s user base. Criticism has erupted across social media, with one user on Threads branding the move as “bonkers” and an “aggressively pushy move to earn more ad dollars for Meta.” Discussions of boycotting the platform have also surfaced, with a user on X (formerly Twitter) suggesting, “We will simply not be scrolling.”
Instagram and Meta are not pioneers in the use of forced ad viewing. YouTube has long implemented non-skippable ads across its platform, especially for users who do not subscribe to its premium, ad-free tier. These ads, which can last anywhere from 15 to 30 seconds, or even up to six seconds for “bumper ads,” are similarly aimed at ensuring viewers receive the full message of the advertisers.
The backlash against intrusive ads isn’t confined to grumbles on social media. Many users have turned to ad-blocking tools and browser extensions to avoid these interruptions, prompting companies like Google, YouTube’s parent, to take steps against such measures.
Interestingly, a study by TikTok published in January might give platforms like Instagram pause. The research found that forced ad viewing could actually reduce user engagement. According to the study, over 70% of participants were more likely to interact with an advert if they had the option to skip it.
The reaction to Instagram’s ad break trial underscores a delicate balance that platforms must manage. While the need to drive advertising revenue is understandable, particularly for a free service, user experience and engagement are also critical. Whether this testing phase will translate into a broader rollout or retreat based on user feedback remains to be seen. As platforms like Instagram continue to explore new methods of monetization, the tug-of-war between advertiser interests and user satisfaction continues to play out.
