Instagram has started testing a new type of ad called ‘Ad Breaks‘: basically, unskippable ads that interrupt users’ browsing sessions, forcing them to watch an ad for at least 3-5 seconds before being able to continue scrolling through their feeds. The introduction of this new type of ad has generated a lot of frustration among users, especially because Meta, Instagram’s parent company, has not officially communicated the inclusion of these ad breaks.
Social media has been filled with complaints from users criticizing the new “feature.” On Reddit, u/sus_pineapple_appt, expressed their dismay in a thread, saying: “I thought I’ve been taking crazy pills for two days because this is currently happening to me… and goodbye IG. I don’t need that.” Another user, u/the-s-is-for-sucks, described the feature as a “terrible business decision” that could drive users away. Similarly, u/HTM pointed out that the new feature interrupts users’ scrolling and could reduce engagement.
On Twitter, @RobMoses expressed his intention to switch to TikTok due to the advertising breaks, while @ithastobeyeye criticized the forced waiting time for ads, suggesting that it could reduce the time users spend on the platform.
For now, the Ad Breaks feature seems to be limited to a small group of users, suggesting that Meta is conducting tests to evaluate the reaction and measure the impact on advertising revenue. The company will have to decide whether to extend this feature to all users or make adjustments based on the feedback received.
