Helena Lyng Blak
1 week ago

Instagram Tests Forcing Users to Watch Ads

The Meta-owned platform might be introducing unskippable ads.
— Photo by wichayada69@gmail.com
— Photo by wichayada69@gmail.com

You probably already know them from places like Youtube and Twitch, maybe even a news site or two. And now they are, possibly, coming to Instagram: Unskippable ads. 

On Tuesday, June 4, 2024, the social media platform confirmed to BBC that a trial testing a so-called “ad break” feature is in the works for the Meta-owned app, stating, “We’re always testing formats that can drive value for advertisers.”

Some users say they have already come across the “ad breaks,” and report that they are posts that prevent the user from scrolling on, until a timer on the bottom of the screen has run out. 

These pictures supposedly show what the unskippable ads might look like.

Unsurprisingly, the news has stirred anger and dissatisfaction among many users online. 

“This’ll be the last straw for me when it comes to Instagram. I could stand the plethora of ads sprinkled throughout the entire app already, but unskippable? Gtfo,” writes one user on Reddit

“That's one way to get people to close your app,” remarks Morning Brew on X.

Instagram already displays ads for its users, sometimes multiple in a row, alongside sponsored content and posts under the category “suggested for you,” which may also include advertisements or sponsored content. 

Instagram’s ad revenue is projected to reach $70 billion in 2024, which would be an annual growth of 16%, slightly less than the 19.6% growth between 2022 and 2023. 

Parent company Meta’s stock has dipped slightly in the early hours of trading today, Tuesday, seeing a 0.75% decline.


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