You might soon see unskippable ads on Instagram.
The Instagram app, owned by Meta, has introduced a new ad feature aimed at curbing excessive browsing, but it may not be well-received by users.
Dubbed "ad break," this new method of displaying advertisements is currently being tested with a select group of users, and early reports have surfaced on platforms like X (formerly Twitter) and Reddit.
How 'Ad Breaks' Work
The concept behind ad breaks is simple: while scrolling through Instagram, users might encounter a mandatory ad that they must watch before continuing to browse. The feature's description reads, "Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you can keep browsing."
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How Unskippable Ads Appeal to the Users
The introduction of unskippable ads is not new in the digital world; platforms like YouTube have long incorporated them, typically before or during longer videos. However, Instagram's fast-paced nature makes these interruptions particularly jarring, per Mashable.
Users are accustomed to quickly scrolling through posts, making the ad breaks feel significantly more intrusive.
Users who have tested ad breaks describe them as short, unavoidable ads that appear in the middle of browsing. These ads last a few seconds and include a countdown timer, forcing viewers to watch before resuming their activity. The feedback from this early testing phase has been overwhelmingly negative.
On Reddit, many users expressed their frustration, with some even stating they closed the app immediately upon encountering an ad break. The sentiment on X mirrored these reactions, with users criticizing the disruption to their browsing flow.
Ad Format Testing
According to one Redditor, Meta did not do any research before it pushed the ad breaks to the public despite having top-tier UX designers.
"Wow just had my first one as well and am blown away. Kind of not surprised but I am because it's such a bad way to control the user and force an ad. This is gonna piss a lot of people off," another user added.
It's unclear how extensive this new ad format's testing is or if Meta plans to roll it out to a broader audience. However, if ad breaks become a standard feature, Instagram should brace itself for expected backlash from its user base.
Instagram's History with Ads
Instagram has faced criticism in the past for being overly aggressive with ads. In 2022, users rebelled when their feeds became inundated with advertisements, prompting Instagram to address the issue and assure users that this was "not the intended experience." This history suggests that the social media app must tread carefully with any new ad formats to avoid alienating its user base further.
The introduction of "ad breaks" on Instagram is Meta's latest attempt to monetize its platform. However, the early response indicates that this new ad format may significantly disrupt user experience and provoke widespread dissatisfaction.
As Facebook's sister app continues to test this feature, it will need to carefully consider user feedback to avoid repeating past mistakes and ensure that it maintains a balance between monetization and user satisfaction.
Back in April, Instagram said that its upcoming algorithm would steer away from reposted videos and pictures. This means that the platform will care more about original content.
