Instagram is testing a new feature called Unskippable “ad breaks,” which requires users to stop and watch an ad for a set period before they can continue scrolling. This trial has been noticed by users on X (formerly Twitter) and Reddit and confirmed by Instagram spokesperson Matthew Tye. Tye mentioned that Instagram will “provide updates should this test result in any formal product changes.”
What Are Ad Breaks?
When users scroll through stories and posts, they may encounter an Unskippable “ad break.” Instagram pauses their scrolling to display an ad with a countdown timer showing how long they need to wait before resuming. A Reddit user shared a screenshot of this feature, highlighting the Unskippable “ad break” icon with the timer. Tapping on the icon reveals a message: Unskippable “Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you can keep browsing.” This is a big change from the usual ads that are smoothly integrated into the scrolling experience.
A Disruptive Change
Unlike the current ads that appear between posts, these Unskippable “ad breaks” interrupt the user’s flow, making them watch the ad before continuing. Tye explained, “We’re always testing formats that can drive value for advertisers,” indicating Instagram’s efforts to boost advertising effectiveness.
How It Compares to Other Platforms
Instagram’s Unskippable “ad breaks” are similar to practices on other platforms. YouTube already shows ads before and during videos and has even extended 30-second commercials to its TV app. TikTok also places ads between short-form videos, though users can swipe past them. Instagram’s “ad breaks” ensure users engage with the ads more directly.
User Reactions and Future Prospects
User reactions have been mixed, with some feeling frustrated by the interruptions. However, if this test shows that ad breaks are effective in providing value for advertisers, it could become a permanent feature. Instagram is likely to consider user feedback carefully as they refine this new advertising model.
Optimizing for SEO
This new feature could significantly impact both user experience and advertising strategies on Instagram. Businesses and marketers should stay informed about these changes and user reactions. Keywords like “Instagram ad breaks,” “unskippable Instagram ads,” and “Instagram advertising changes” will become increasingly important for SEO.
Conclusion
Instagram’s “ad breaks” represent a bold move in social media advertising. While it’s uncertain how users will adapt, the potential benefits for advertisers are clear. As this feature is tested and refined, it could lead to significant changes in how users and advertisers interact on Instagram. Stay tuned for further updates and insights into Instagram’s evolving advertising strategies.