{"id":623582,"date":"2024-06-06T00:00:00","date_gmt":"2024-06-06T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2024\/06\/06\/say-goodbye-to-carefree-scrolling-on-instagram\/"},"modified":"2024-06-06T00:00:00","modified_gmt":"2024-06-06T00:00:00","slug":"say-goodbye-to-carefree-scrolling-on-instagram","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2024\/06\/06\/say-goodbye-to-carefree-scrolling-on-instagram\/","title":{"rendered":"Say goodbye to carefree scrolling on Instagram"},"content":{"rendered":"

Instagram ads may soon be unskippable.<\/strong> This week, Instagram started testing a feature called \u201c ad break<\/a>,\u201d which forces users to watch ads mid-scroll, freezing app functionality until the ad is over. First documented by a Reddit<\/a> user, it seems that people trying to scroll by the ad will receive a pop-up notification informing them that \u201cSometime, you may need to view an ad before you can keep browsing.\u201d<\/p>\n

Does Meta really need more ad revenue?<\/strong> In a statement, Instagram spokesperson Matthew Tye said that they were \u201calways testing formats that can drive value for advertisers.\u201d In 2023, Meta generated over USD<\/a>131<\/a>bn<\/a> 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?<\/p>\n

Another question would be: Does Instagram expect users to accept it?<\/strong> Some users who have encountered this new feature, as well as users who have just heard about it, are threatening<\/a> 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.<\/p>\n

If it worked for YouTube, why won\u2019t it work for Instagram?<\/strong> Last year<\/a>, 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<\/a> videos, the user backlash hasn\u2019t mobilized into any action \u2014 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\u2019t there when you\u2019re idly scrolling through pictures.<\/p>\n","protected":false},"excerpt":{"rendered":"

Instagram has started testing a feature that forces users to watch ads mid-scroll<\/p>\n","protected":false},"author":1,"featured_media":623583,"comment_status":"closed","ping_status":"open","sticky":false,"template":"single-feature.php","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[7215],"tags":[633,638,704],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-623582","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-for-your-commute","tag-enterprisepm","tag-for-your-commute","tag-instagram","wpautop","entry"],"acf":{"mongo_id":"a0019a07-3385-4741-98b0-70f146a8df58","order":"3","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2024\/6\/542.jpg","photo_position":"above","homepage_title":"","full_issue_title":"","related_issue":[623578],"teaser":"Instagram has started testing a feature that forces users to watch ads mid-scroll","voice_url":"https:\/\/s3.us-east-1.amazonaws.com\/ent.news\/audio\/2024\/6\/.7f7ff6c6-4b12-441a-be89-44e47f408493.mp3"},"yoast_head":"\nSay goodbye to carefree scrolling on Instagram - 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