Instagram is experimenting with a new advertising format that may change how users interact with their feeds. The social media platform, known for its visually rich content, is introducing “unskippable ads,” which will require users to watch an ad completely before they can continue scrolling through their feed.
This new test involves displaying ads with a timed countdown, effectively making users wait until the timer runs out before they can move on to other content. This approach was first reported by TechCrunch, which highlighted that some users have already encountered these ads marked as “ad break” within their feeds.
A spokesperson from Meta, Instagram’s parent company, confirmed the ongoing tests, stating, “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.” This move aligns Instagram more closely with YouTube’s advertising strategy, which includes mandatory ads before and during videos to enhance monetization opportunities.
The introduction of unskippable ads is part of Instagram’s broader strategy to increase ad revenue and provide advertisers with more value by ensuring their messages reach an engaged audience. However, this change could impact user experience, potentially leading to frustration among those who prefer a seamless scrolling experience.
