Instagram is Testing New Unskippable Ads While Browsing

Instagram has confirmed that it is testing a new kind of "ad breaks" on the platform, one that is both unskippable and unscrollable.

Instagram's parent company told TechCrunch on Monday that it is testing out timed "ad breaks" similar to Facebook ads as a way to "drive value for advertisers."

As of writing, the feature is only available to a small number of users in selected areas. Meta and Instagram have not confirmed any dates when the new test feature will be available in other countries.

The new experimental feature was first spotted on Reddit as several users called the ad rollouts the "last straw" for remaining on the platform.

“Ad Break” ie. unskippable ads now on Instagram
byu/notthatogwiththename inInstagram

Instagram Faces Backlash Over Recent Platform Changes

The criticisms on Instagram followed shortly after the platform was bashed for recent changes on the platform.

A few days prior, several Instagram users took their grievances on X (formerly Twitter) after people noticed that Instagram changed the platform font to make it thinner.

Many regular users even claimed that the "terrible-looking" changes made them "want to delete the app."

This is after users bashed Meta for reducing recommended political content on social media by default amid growing concerns that Meta is already censoring certain political content on its sites.

Instagram Recent Changes Could Impact Platform Growth

With most of the people complaining about the changes among younger generations, the rollout of similar ad-centered platform changes could hinder Meta's plans to grow its platform to rival TikTok.

Bloomberg reported earlier that the social media giant has been pushing more changes on its social media apps to cater to younger users who may have been driven away as TikTok faces a looming ban in the US.

The trend can be seen with Instagram, Facebook, and Threads revamping their feeds, including the introduction of Reels and Stories, to attract younger audiences looking for content outside of their followings.

The platform changes have since seen a steady growth in active users throughout this year and the last.