Instagram is testing a new feature called “ad break,” which prevents users from swiping past ads as they currently can in their main feed, Stories, and Reels. Instead, users must watch a countdown timer before resuming their normal browsing.
When users click for more information about the ad break, the Meta-owned platform informs them, “Sometimes you may need to view an ad before you can keep browsing.”
Instagram has confirmed the trial to the BBC, stating, “We’re always testing formats that can drive value for advertisers,” and promising further updates if the test leads to permanent changes. Meta added in a later statement, “We are always experimenting with new products and ad solutions in line with evolving consumer trends and business needs.”
This trial has sparked controversy among users, with many expressing their frustration. One user on Threads called the move “bonkers,” accusing Meta of aggressively seeking more ad revenue. Another user on X (formerly Twitter) threatened a boycott, stating, “We will simply not be scrolling.”
Instagram’s approach mirrors tactics used by other tech giants like YouTube, which shows non-skippable ads to non-premium users. YouTube offers advertisers options for 15 to 30-second non-skippable ads and six-second “bumper ads” that play before, during, or after videos. In response, many YouTube users have turned to ad blockers, leading Google, YouTube’s parent company, to attempt crackdowns on these tools.
However, research suggests that forcing users to watch ads may not be effective. A TikTok study published in January found that over 70% of participants were more likely to engage with ads when they had the option to skip them.
As Instagram continues to experiment with ad breaks, the platform must balance advertiser needs with user experience to avoid driving users away.
