Instagram is testing a new feature called “ad breaks,” which forces users to stop and view an ad for a specified period before they can continue scrolling. This trial has been observed by several users on X and Reddit, and confirmed by Instagram spokesperson Matthew Tye. Tye stated that Instagram will “provide updates should this test result in any formal product changes.”
The Ad Break Experience
Users have reported encountering the “ad breaks” while scrolling through stories and posts. After a certain amount of scrolling, Instagram halts their progress and displays an ad. A countdown timer is shown, indicating how long the user must wait before they can resume browsing. One Reddit user shared a screenshot of this feature, showing an “ad break” icon with the timer.
When users tap the icon for more details, Instagram displays a message: “Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you can keep browsing.” This approach marks a significant shift from the current ad model, which integrates sponsored posts and ads within the scrolling experience.
A Disruptive Move
Unlike the current ads that appear between posts, these unskippable “ad breaks” can be quite disruptive. They interrupt the user’s flow, forcing them to engage with the ad before they can continue. “We’re always testing formats that can drive value for advertisers,” Tye says, emphasizing Instagram’s ongoing efforts to enhance advertising strategies.
Comparison with Other Platforms
This move by Instagram follows similar practices by other platforms. YouTube, for instance, already shows unskippable ads before and during videos and has even extended 30-second commercials to its TV app. TikTok also slots ads between short-form videos, though users can swipe past them. Instagram’s “ad breaks” take this concept further by making the ads unskippable, ensuring user engagement.
User Reactions and Future Implications
The reaction from users has been mixed, with some expressing frustration over the interruption. However, the success of this test could lead to a broader rollout if it proves effective in driving value for advertisers. As Instagram continues to refine its advertising model, user feedback will be crucial in determining the future of “ad breaks.”
