Meta Tests Unskippable ‘Ad Breaks’ on Instagram: Users Frustrated with Intrusive Ads

Highlights

• Instagram tests new unskippable ‘ad breaks’ in users’ feeds.
• Ads automatically appear, pausing infinite scroll for several seconds.
• Meta aims to drive value for advertisers with this disruptive format.
• Potential user backlash could lead to a search for ad-free alternatives.

Meta, the tech parent of Facebook, Instagram, and WhatsApp, makes astronomically large profits, and everyone knows how: advertising revenues.

While most users begrudgingly accept the existence of sponsored posts and video ads in their feeds, Meta now seems intent on making advertising even more intrusive and inescapable for its users, especially on Instagram.

The Trial of Annoying ‘Ad Breaks’

Instagram has now been caught in the act of testing a new ad format that removes the last shreds of agency from users.

Several users reported coming across “ad breaks” during their mindless scrolling through the Instagram feed.

These are video ads that are of a short duration, and they automatically appear without any of the options to skip them.

These last a couple of seconds, which practically stop the user’s infinite scroll until the ad is over.

When tapping the information icon, Instagram cheekily states “Ad breaks are a new way of seeing ads.

Sometimes you may need to view an ad before you can keep browsing.”

One frustrated user went so far as to describe it as a “bonkers move” on Instagram’s part.

A Disruptive Change That Could Backfire?

When asked about this unpopular new format by TechCrunch, a Meta spokesperson responded blandly: “We’re always testing formats that can drive value for advertisers.”

They declined to clarify whether the tests were global or if the ad breaks could also disrupt Instagram Reels and Stories.

For now, these un-skippable ‘ad breaks’ seem to be just in a testing phase, but an official rollout across the Instagram platform would bring it more in line with YouTube, which peppers through its videos with mandatory ads for non-paying users.

Unlike YouTube, however, Instagram currently has no premium ad-free tier available.

Whether this disruptive and user-hostile change proves to be a step too far remains to be seen.

It could potentially drive frustrated users to seek out ad-free social media alternatives, undermining Meta’s goal of increasing advert engagement and profits.

YouTube shows unskippable ads before and during videos.

It has expanded unskippable, 30-second commercials to its TV app last year.

YouTube and TikTok slot ads between their shortform videos, but you can still swipe right past them.

FAQs

What are ‘ad breaks’ on Instagram?

‘Ad breaks’ are short, unskippable video ads that appear automatically in users’ feeds, pausing their scrolling for several seconds.

How do users feel about the new ad format on Instagram?

Many users are frustrated with the intrusive nature of these ads, describing the change as disruptive and user-hostile.

What is Meta’s reasoning behind testing ‘ad breaks’?

According to a Meta spokesperson, the company is testing new formats to drive value for advertisers, though this has received mixed reactions from users.

Are ‘ad breaks’ present in all Instagram features?

Currently, ‘ad breaks’ are being tested in the Instagram feed. It is unclear if they will also appear in Instagram Reels and Stories.

Is there an option to skip these ‘ad breaks’?

No, ‘ad breaks’ are unskippable, and users must view the entire ad before they can continue scrolling.

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