Instagram is experimenting with "ad breaks," where users must watch an ad before they can continue scrolling through posts or stories. This new feature has been noticed by several users on platforms like X (formerly Twitter) and Reddit.
Official Statement from Instagram
Matthew Tye, an Instagram spokesperson, confirmed to The Verge that the company is testing ad breaks. He mentioned that Instagram would share updates if this test leads to any permanent changes.
User Experience with Ad Breaks
One Reddit user reported that while they were browsing stories and posts, Instagram stopped them from watching an ad. A countdown timer showed how long they had to wait before they could resume scrolling. When the user clicked on the ad break icon, Instagram displayed a message explaining that ad breaks are a new way to show ads and that users might need to watch an ad before continuing to browse.
Current Ad Formats on Instagram
Instagram already incorporates ads in various ways, such as sponsored posts in the home feed and ads in Reels. Matthew Tye noted, "We’re always testing formats that can drive value for advertisers."
Similar Practices on Other Platforms
Instagram is not alone in using unskippable ads. YouTube also shows unskippable ads before and during videos. In 2023, YouTube even introduced 30-second unskippable ads on its TV app.
