Instagram has confirmed it is piloting unskippable ad breaks that force users to view ads before continuing their scroll. This development came to light after users shared screenshots of the feature on social media, which displayed a countdown timer blocking further navigation until the ad completes. The move represents Instagram’s ongoing evolution from a photo-sharing app to a video-centric platform, paralleling strategies seen on services like YouTube.
“We’re always testing formats that can drive value for advertisers,” a Meta spokesperson told TechCrunch. “As we test and learn, we will provide updates should this test result in any formal product changes,” they added.
Initial reactions to the feature have been overwhelmingly negative, with many users voicing frustration over the potential disruption to their browsing experience. Dan Levy, the first user to report the feature on X, described the unskippable ad as a “bonkers move.” His post, showing a screen capture of the ad break, quickly gained traction and was reposted by several popular accounts, further stoking user dissatisfaction.
A subsequent Reddit thread revealed more details, indicating that tapping on an information icon next to the ad provides a message explaining: “You’re seeing an ad break. Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you keep browsing.” This confirmation led to a flurry of comments, with many threatening to abandon the app if unskippable ads become a regular feature.
The timing and location of these ad breaks within the app remain unclear, but screenshots suggest they appear in the main Feed, interrupting the flow of video content. This uncertainty adds to the user concerns about how intrusive these ads might become and whether Instagram creators will have any influence over their placement.
As Instagram continues to experiment with its platform, the test indicates Meta’s willingness to potentially compromise user experience to boost ad revenue. Whether this strategy will lead to a backlash or a balanced integration remains to be seen, but for now, Instagram users are making their opinions heard loud and clear.