Instagram ads may soon be unskippable. This week, Instagram started testing a feature called “ ad break,” which forces users to watch ads mid-scroll, freezing app functionality until the ad is over. First documented by a Reddit user, it seems that people trying to scroll by the ad will receive a pop-up notification informing them that “Sometime, you may need to view an ad before you can keep browsing.”

Does Meta really need more ad revenue? In a statement, Instagram spokesperson Matthew Tye said that they were “always testing formats that can drive value for advertisers.” In 2023, Meta generated over USD131bn from ads alone, a USD 22 bn jump from the year before, raking in more revenue from ads than YouTube. So the question becomes: To what lengths will Meta go for increased ad revenue at the expense of user experience?

Another question would be: Does Instagram expect users to accept it? Some users who have encountered this new feature, as well as users who have just heard about it, are threatening to delete their accounts. And while Instagram has been pushing to pivot into the video business with its introduction of Reels, if the feature becomes permanent, users might just opt to use TikTok instead in favor of skippable ads.

If it worked for YouTube, why won’t it work for Instagram? Last year, the video giant introduced unskippable 30-second commercials before and during videos. While the move was widely criticized by users, especially for its inclusion in first aid videos, the user backlash hasn’t mobilized into any action — perhaps because of the existence of adblockers and Premium plans. However, viewers may be willing to sit through an ad to finish a video they want to watch, but the same incentive isn’t there when you’re idly scrolling through pictures.

Tags: