Instagram has confirmed that it is testing non-skippable ads after screenshots of the feature started circulating on social media. These new ad breaks will display a countdown timer that prevents users from browsing more content in the app until they see the ad, according to the informational text displayed in the Instagram app.
The change would make the social network more like the free version of YouTube, which requires users to see ads before and in the middle of watching videos. It makes sense that Instagram would consider going that route, given that it’s also changed over the years to become more of a video-sharing network, thanks to features like Stories and Reels, rather than a place to share only photos.
“We’re always testing formats that can bring value to advertisers,” a Meta spokesperson told TechCrunch. “As we test and learn, we will provide updates if this testing results in official product changes,” they noted.
The new “ad break” feature was first spotted by Instagram app user Dan Levy, who posted a screenshot of the test on his X account. The app prevented Levy from going past the ad when it appeared, he said — which he thought it was a “moving move”.
ONE subsequent Reddit post clarified that if you click the info icon next to the ad break to learn more, you’ll see a message that says, “You’re watching an ad break. Ad breaks are a new way to display ads on Instagram. Sometimes you may need to view an ad before continuing to browse.”
Other commenters confirmed that they had also seen the feature from time to time. As you can imagine, the majority of reactions were negative. Some people have threatened to shut down Instagram if they encounter “ad breaks” like this, while others have said they’ll stop using the app altogether. Additionally, commentators questioned whether this decision was driven by the need to increase ad engagement at the expense of consumer experience.
Levy’s post has since been reposted by other accounts on X, like @howfxr and @Dexerto.
Instagram declined to say where in the Instagram app the ad breaks appear and whether the company was testing the feature globally. The screenshots, however, show the ad breaks that appear in the app feed when watching video posts. It is unclear at this time whether Instagram creators will have control over the appearance of these ads.
For now, the feature is just a test, but it shows the extent to which Meta is willing to experiment with the app’s core user experience in favor of increased ad revenue.
