Instagram Tests Unskippable Ads: What Users Need to Know

Instagram has confirmed that it is testing a new feature that stops users from scrolling past certain ads. Users are not happy, according to a new poll showing many will quit the platform if the feature becomes permanent.

What Are Instagram’s Unskippable Ads?

Instagram’s new “ad breaks" make users pause their scrolling to watch an advertisement. Users have to wait for a set time before they can continue browsing. This feature shows a countdown timer, similar to ads you see before YouTube videos.

How the New Ad Format Works

When users hit an ad break, they’ll see a message saying they’ve reached the end of their current feed. A small icon appears, signaling the start of an “ad break." Users then need to scroll to find an advertisement. Once they do, a timer starts, usually counting down from 6 seconds.

User Reactions and Concerns

Not surprisingly, many Instagram users have expressed concern about these unskippable ads. People worry the ads will disrupt their browsing experience. Some users have threatened to stop using Instagram if this feature becomes permanent.

One Redditor stated, “This’ll be the last straw for me when it comes to Instagram," highlighting the potential pushback against this new advertising strategy. Another with the username sus_pineapple_appt said, “So thank you…and goodbye IG. I have no need for that.”

The rest of the 56 comments on this reddit.com/instagram thread were almost universally negative.

A poll from PRWeek found that 51% of Instagram users said they would delete their accounts if the change became permanent.

Redditors threaten to quit Instagram

Comparison to Other Platforms

Instagram isn’t the first to try unskippable ads. YouTube, for example, has been using them for a while, particularly for users who don’t pay for ad-free service.

YouTube’s Approach to Unskippable Ads

YouTube offers advertisers several types of ads users can’t skip:

• Pre-roll ads that play before videos
• Mid-roll ads that interrupt longer content
• Short, 6-second “bumper ads"

These ad formats have become a standard part of the YouTube experience, especially for those using the free version of the platform. YouTubers who have remained with the platform accept the ads. But installing mandatory ads on a platform that has historically avoided them, such as Instagram, is sure to cause frustration with users.

The Advertising Landscape on Social Media

Meta, Instagram’s parent company, consistently seeks new ways to monetize its platforms. This latest test reflects the ongoing challenge of balancing user experience with revenue generation in the competitive social media market.

Potential Impact on Content Creators

The introduction of unskippable ads could significantly affect content creators on Instagram. While it might increase ad visibility for sponsors, it could potentially lead to decreased engagement if users find the new ad format too intrusive.

Meta’s Stance on the New Feature

When asked about the ad break test, a Meta spokesperson said to 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."

This statement underscores Meta’s commitment to exploring new advertising avenues, even if they might initially prove unpopular with users.

“We’re always testing formats that can drive value for advertisers." – Meta spokesperson

The Effectiveness of Forced Ad Viewing

Ironically, requiring people to watch ads might hurt engagement. A study by TikTok in January 2024 found that viewers are more likely to engage with advertisements when given the option to skip them.

This finding raises questions about the long-term viability of unskippable ad formats across social media platforms.

The Future of Instagram Ads

As Instagram evolves its advertising strategy, users and industry observers wonder about the platform’s future direction. Will unskippable ads become a permanent feature, or will user feedback prompt Instagram to reconsider this approach?

Broader Implications for Social Media

Instagram’s test of unskippable ads reflects a larger trend in social media towards more aggressive monetization strategies. Platforms must balance satisfying advertisers and maintaining a positive user experience as they seek to maximize revenue.

Meta’s Monopolistic Power and User Preferences

Meta owns multiple major platforms including Instagram, YouTube, Facebook, and WhatsApp. That quasi-monopoly gives Meta the power to implement unpopular features with less fear of losing users.

Meta is free to prioritize advertiser interests, sometimes at the expense of user experience. The company can shape the social media experience for billions of users worldwide by testing and potentially rolling out features like unskippable ads across its platforms.

Critics argue that this level of control lets Meta make decisions without consideration for user preferences. The lack of competition in social media means users have limited alternatives if they’re unhappy with changes to platforms like Instagram.

Monopolies: good for profits, bad for consumers

Will Lawsuits Open Up Competition and Increase User Choice?

The Federal Trade Commission (FTC) filed a lawsuit in 2020 to force Facebook (now Meta) to sell Instagram and WhatsApp, but the lawsuit has not made progress. Meta filed to dismiss the suit in April 2024.

Meta is still free to explore new advertising formats and monetization strategies without much competition. The tension between user experience and revenue generation will tip toward revenue as long as Meta continues what the FTC calls its “personal social networking monopoly.”

Meta is not the only tech giant coming under scrutiny, of course, as Google has its own anti-trust suits moving through the courts. A landmark monopoly lawsuit against Microsoft back in the 1990s may set precedent for these other lawsuits.

Read more about your privacy on social media and what the biggest tech companies are doing to protect it.