Instagram's Unskippable 'Ad Breaks' Feature Sparks User Backlash

Meta-owned Instagram is currently testing a new feature named “Ad Breaks” that compels users to view entire advertisements before they can resume their scrolling, leading to widespread user dissatisfaction.

What Happened: Instagram’s new feature presents users with unskippable ads. This feature includes a countdown timer that halts users from accessing more content until they have viewed the complete ad.

Users across various social media platforms, including Reddit and X, formerly known as Twitter have voiced their strong disapproval of this feature. Instagram user Dan Levy referred to it as a “bonkers move” upon encountering an unskippable ad.

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A spokesperson for Meta, the parent company of Instagram, told TechCrunch: “We're always testing formats that can drive value for advertisers. As we test and learn, we will provide updates should this test result in any formal product changes.”

Currently, Instagram intersperses sponsored posts and ads within users’ feeds. However, the introduction of unskippable ads could potentially enhance revenue for advertisers, despite negatively affecting the app’s usability.

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