Instagram is trying out ads that you can’t skip. Right now, users can easily swipe past ads on Instagram, whether they’re in your main feed, stories, or reels.
However, Instagram is testing a new feature called “ad break.” Users are reporting that they can’t just flick past these ads like before. Instead, there’s a timer that counts down before you can go back to normal.
“Sometimes you may need to view an ad before you can keep browsing,” the Meta-owned platform says when users ask for more details.
“We’re always testing formats that can drive value for advertisers,” the statement said. It also mentioned that if this test leads to permanent changes, they’ll share more updates.
In another statement, Meta mentioned they’re always trying new products and ad solutions to match changing trends and business needs.
Testing the ad break feature favors advertisers
It’s uncertain if advertisers will be pleased with the trial, but users are displeased with the new feature. On Threads, one person called the move “bonkers,” suggesting it’s a pushy attempt by Meta to make more money from ads. Some users are even talking about boycotting the platform.
Instagram is reportedly testing unskippable ads
The 'ad break' requires users to wait a set amount of time before they're allowed to scroll again pic.twitter.com/IwEG5aYZdj
— Culture Crave 🍿 (@CultureCrave) June 3, 2024
“We will simply not be scrolling,” one former Twitter user declared. Meta isn’t the only big tech company making users watch ads. YouTube also shows non-skippable ads to users who don’t pay for its ad-free premium service when they watch videos on its platform or TV app.
Advertisers on YouTube can target viewers with non-skippable promotional videos lasting 15 to 30 seconds. These ads appear before, during, or after other videos.
They can also use “bumper ads,” which are even shorter, up to six seconds long. Some users have reacted by using ad-blocking tools and browser extensions to avoid interruptions from ads while watching videos on the platform.
Google, YouTube’s parent company, is attempting to crack down on ad blockers. Yet, it’s uncertain whether making users watch more ads actually boosts companies’ profits, according to the BBC.
Forcing users to watch ads leads to less engagement
Based on a study conducted by TikTok and published in January, making viewers watch ads might actually decrease engagement. The study found that 73 percent of viewers feel more engaged when they can skip videos, and 56 percent are more likely to actively watch sponsored videos when given the option to skip.
On TikTok, every view is intentional because users have the freedom to skip any video, including ads. The study also revealed that for Consumer Packaged Goods (CPG) and Media & Entertainment verticals, TikTok’s skippable formats perform similarly to forced-view formats on video-on-demand platforms in terms of brand favorability and purchase intent.
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