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Instagram is testing unskippable ‘ad breaks’ users cannot scroll past

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Instagram, owned by Meta, is reportedly experimenting with a new advertising format dubbed as ‘Ad Breaks’. The concept involves presenting ads that users cannot bypass, effectively compelling them to view the entire advertisement before they can continue scrolling.


This disruptive approach to advertising has already been observed by some users. The ‘ad breaks’ are reported to last a few seconds, although the exact duration remains uncertain. This development marks a significant departure from Instagram’s previous advertising strategy, where ads were seamlessly integrated into posts and stories, allowing users to scroll past them.



The introduction of unskippable ads is not a novel concept in the digital world. Platforms like YouTube have long utilized this strategy. However, for Instagram, this is a fresh and more assertive format. Interestingly, the testing phase of this feature is being conducted in Instagram’s main feed, as opposed to Reels or Stories.


According to TechCrunch, Meta has confirmed the testing of this new ad format. The company stated, "As we test and learn, we will provide updates should this test result in any formal product changes,". This statement suggests that the implementation of ‘ad breaks’ could potentially become a permanent feature on Instagram.


Instagram’s exploration of unskippable ads could potentially alter the user experience on the platform. How will its vast user base react to this change? Will they embrace the new format, or will it lead to a decrease in user engagement? Share your thoughts below.



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Image: Dimarik16 | Dreamstime.com

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