Instagram is reportedly testing a new feature that introduces unskippable advertisements within its feed.
Dubbed "ad breaks," these non-skippable ads are designed to temporarily halt users' scrolling until the ad has fully played.
The feature, already noticed by some users, inserts brief interruptions into the browsing experience, with ads that last only a few seconds according to screenshots shared on social media platforms X and Reddit.
However, the exact duration and potential for changes remain uncertain as Meta continues its testing phase.
An in-app message describes the new feature: "Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you can keep browsing." This indicates Meta's strategy to increase ad visibility and engagement.
A Meta spokesperson told TechCrunch, "We’re always testing formats that can drive value for advertisers. As we test and learn, we will provide updates should this test result in any formal product changes."
The reception to this new feature has been mixed. While businesses and advertisers are enthusiastic about the potential for increased ad engagement, regular users have expressed frustration. Some have even threatened to abandon the app altogether if the unskippable ads become a permanent fixture.
As Meta navigates the balance between user experience and advertiser satisfaction, the future of ad breaks on Instagram remains to be seen. For now, users can expect occasional interruptions as the company gauges the feature's effectiveness and gathers feedback.
