Recently, Instagram users have been shocked to discover unskippable ads popping up on their feeds. A Reddit post initially brought attention to these 5-second-long ads, labeled as “ad breaks”, that users found themselves unable to scroll past. Following this, Instagram has reportedly confirmed that they are indeed testing these new ad formats as a means of providing value to advertisers. While the company has not confirmed whether this test will lead to a wider implementation across the platform, the introduction of unskippable ads marks a significant departure from the previous user experience on the platform.
The response from users to these unskippable ads has been overwhelmingly negative. Many have expressed frustration at having their browsing experience interrupted by ads that they cannot skip. X (formerly known as Twitter) user @TheDanLevy shared their disbelief at being forced to watch ads in their Instagram feed, labeling the move as “bonkers”. Other users have echoed this sentiment, with some even resorting to extreme measures such as closing the app and immediately restarting it to avoid watching the ads.
The introduction of “ad breaks” on Instagram has raised concerns among users about the platform’s commitment to user experience. These ads, which appear with an info icon next to the label, inform users that they are about to view an ad break before they can continue browsing. The text accompanying these ads explains that ad breaks are a new way of seeing ads on Instagram, implying that users may need to view an ad before being able to access their desired content. While the current ad breaks are limited to a 5-second duration, some users have reported encountering 10-second-long ads, further intensifying the frustration among users.
Meta, the parent company of Instagram, has stated that they are testing these unskippable ads to gauge their performance and user sentiment. While no official announcement has been made regarding the wider rollout of these ads, the company has indicated that updates will be provided if the testing phase proves successful. This uncertainty has left users on edge, with many questioning the future of their Instagram experience if unskippable ads become a permanent feature on the platform.
The introduction of unskippable ads on Instagram marks a significant shift in the platform’s advertising strategy, eliciting strong negative reactions from users. As the testing phase continues, it remains to be seen whether these ads will become a permanent fixture on Instagram or if user backlash will prompt a reevaluation of this new ad format.
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