Instagram is testing a new feature that has users buzzing – adverts that cannot be skipped past. The popular social media platform, owned by Meta, is currently trialling a feature called “ad break” that forces users to watch an ad before they can continue browsing.
Previously, users could easily swipe or scroll past ads that appeared in their main feed, Stories, and Reels. However, with this new feature, a timer counts down to zero before normal functionality can resume.
While Instagram claims that they are always testing formats that can drive value for advertisers, users are not pleased with this new development. Some have called the move “bonkers” and have even threatened to boycott the platform.
This move by Instagram is not unprecedented in the tech world. YouTube is known for showing non-skippable ads to users who do not pay for its premium ad-free tier. Advertisers can target viewers with non-skippable promotional videos of 15 to 30 seconds in length.
However, studies have shown that forcing users to watch ads may not actually benefit companies in the long run. A study by TikTok found that viewers are more likely to engage with an ad if they have the option to skip it.
It remains to be seen how users will react to this new feature on Instagram and whether it will become a permanent change. In the meantime, users may have to find ways to navigate around these non-skippable ads as they continue to scroll through their feeds.
