Instagram is Testing an "Unskippable Ad Break" Feature on its Platform

Instagram users might soon witness certain changes in the app's user interface as Meta, Instagram's parent company, is testing an "Ad break" feature that forces users to stop and look at an ad for a while before they can continue scrolling.

This development is believed to be a new business decision by Meta to incorporate ads that would grab the attention of users after previously showing ads in between posts or stories that users simply scroll past.

Unfortunately, the new feature has not been well received by affected users, as many have stated that they would deactivate their accounts on the platform if the ad breaks become permanent.

From what we know, Instagram users who were affected by this feature claimed that when scrolling through stories and posts, they would be prevented from going further until they looked at an ad.

Image Credit: Android Central

When the user tapped the icon for more information about the feature, Instagram showed a message saying, "Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you can keep browsing."

Right now, it seems like Meta is only testing the feature in beta with some select Instagram users. However, should it roll out the feature to the public and make it permanent, it will join the likes of YouTube, which shows unskippable ads before and during videos and unskippable, 30-second commercials on its TV app.

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TechloyEmmanuel Oyedeji

Interestingly, how 2.4 billion active Instagram users across the globe, per data from SEO.ai, will react to this feature becoming permanent remains to be seen. Nonetheless, we guess that it might not be a positive reaction.