Instagram has reportedly confirmed testing unskippable ads on its platform after several users shared their experiences of encountering them recently. The unskippable ads, labeled as “ad breaks,” are only 5 seconds long and prevent users from scrolling past them. This move is part of Meta’s effort to explore new ways to provide value for advertisers. While the company has acknowledged the testing of these ads, there is no official confirmation that they will be rolled out widely on the platform.
Following the initial Reddit post that brought attention to these unskippable ads, more users have reported encountering them on Instagram. One user, @TheDanLevy, expressed frustration over being forced to watch ads in their feed, calling it a “bonkers move.” The ads are clearly labeled as “ad breaks,” with an info icon that opens a bottom sheet explaining the concept to users. While the current ad breaks are limited to 5 seconds, some users have reported seeing longer 10-second ads, further impacting their browsing experience.
The reaction from Instagram users toward these unskippable ads has been overwhelmingly negative. Many users have voiced their displeasure, claiming that the ads disrupt their in-app experience. Some have even resorted to closing the app when encountering the ads and immediately restarting it to avoid viewing them. The frustration is evident in comments made by users on platforms like Reddit, with one user expressing their disappointment by stating, “I hope they know people will leave.”
The introduction of unskippable ads on Instagram raises concerns about the overall user experience on the platform. While ads have been a part of Instagram for a long time, the ability to scroll past them has been a significant feature that distinguished the platform from others. With the testing of unskippable ad breaks, users are now faced with interruptions in their browsing, potentially leading to a decline in user engagement and retention.
Instagram’s decision to test unskippable ads marks a significant shift in how advertising is integrated into the platform. The negative feedback from users highlights the importance of considering user experience when implementing new features. It remains to be seen whether Instagram will proceed with the wider rollout of unskippable ads or if they will reconsider based on user sentiment.
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