Instagram is experimenting with unskippable ads. The social media giant confirmed the test after users began circulating screenshots of the feature online.
The new ad format introduces a countdown timer, effectively pausing users’ ability to scroll past content until they view the ad. This approach mirrors the advertising model used by YouTube, where unskippable ads are a common experience for viewers who use the free version of the service. As Instagram continues to evolve from a photo-sharing app to a video-centric platform with features like Stories and Reels, it’s exploring similar ad revenue strategies.
“We’re always testing formats that can drive value for advertisers,” a Meta spokesperson told TechCrunch. “As we test and learn, we will provide updates should this test result in any formal product changes,” they added. This statement reflects Meta’s broader strategy of experimenting with various monetization techniques across its platforms to enhance advertiser engagement while balancing user experience.
The feature was first spotted by Instagram user Dan Levy, who shared his experience on X (formerly Twitter). Levy described the ad interruption as a “bonkers move” after being unable to bypass the ad.
Screenshots shared by Levy show a notification reading, “You’re seeing an ad break. Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you keep browsing.”
The reaction to this test has been predominantly negative, with many users expressing their displeasure across social media platforms.
Some threatened to abandon Instagram altogether if the unskippable ads become a permanent feature, while others criticized Meta for potentially prioritizing ad revenue over user satisfaction. A discussion thread on Reddit corroborated these sentiments, with users confirming their experiences and voicing concerns over the impact on their browsing habits.
Despite the uproar, Instagram has yet to disclose specifics about the test’s scope, such as its geographical rollout or the exact placement of the ads within the app. The initial screenshots suggest that the ads might appear in the Feed during video posts, although this remains unconfirmed. Additionally, it’s unclear if creators on Instagram will have any control over when and where these ads appear.
For now, this unskippable ad feature remains in the testing phase, but it highlights Meta’s willingness to push the boundaries of user experience in pursuit of advertising dollars. The outcome of this test could significantly influence how Instagram balances user engagement with advertiser demands in the future.
