Instagram has recently confirmed that they are testing unskippable ads on their platform after multiple users have reported seeing them. These ads, labelled as “ad breaks”, are only 5-seconds long and users are unable to scroll past them. According to a Meta spokesperson, the company is exploring new ways to provide value for advertisers through these ads. Despite the testing, there is no definite confirmation that these unskippable ads will be implemented across the entire platform. Ads have been present on the Meta-owned Instagram for a while, but previously users were able to scroll past them. TechCrunch has reported that Instagram has acknowledged the testing of these unskippable ads, with a company spokesperson stating that they are always trying out new formats to benefit advertisers. The spokesperson also emphasized that the testing is being done to evaluate performance and user feedback, and any decision to roll out the feature permanently will be communicated to users.
Following the initial Reddit post about the unskippable ads, more users have encountered them while browsing on Instagram. Some users have taken to social media platforms like Twitter to express their frustration. One user, @TheDanLevy, called the move to introduce unskippable ads a “bonkers move” and shared more details about the ads. These ads are designated as ‘ad breaks’ and come with an info icon that, when clicked, provides more information about the ad break. The description explains that the ad breaks are a new way of viewing ads on Instagram and users may be required to watch an ad before continuing to browse. At present, the ad breaks last for 5 seconds, although a few users have reported encountering 10-second ads as well. The general sentiment among users towards these unskippable ads has been negative, with many stating that it disrupts their in-app experience. Some users have resorted to closing the app when the ad appears and reopening it immediately to avoid watching the ads. There are concerns among users that if these unskippable ads are officially rolled out, it might lead to a decline in user engagement on the platform.
The introduction of unskippable ads on Instagram could potentially change the way users interact with the platform. If these ads become a permanent feature, it might affect user retention and overall user experience. It remains to be seen how Instagram will address the feedback from users and whether they will make adjustments based on the reception of these unskippable ads. The company will need to strike a balance between providing value to advertisers and ensuring that users are not deterred from using the platform due to intrusive ads. As social media platforms continue to evolve, finding the right balance between ad revenue and user satisfaction will be crucial for Instagram’s long-term success.
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