Instagram is currently experimenting with a new advertising format known as “ad breaks”. This new approach compels users to pause their scrolling and view an advertisement for a certain duration before they can resume their browsing. This feature has been reported by several users on platforms like X and Reddit.
Matthew Tye, a spokesperson for Instagram, confirmed to The Verge that these ad breaks are indeed under testing. He further added that Instagram will keep its users updated if this experiment leads to any significant changes in their product.
The feature was first noticed by a Redditor while they were browsing through stories and posts. After a certain amount of scrolling, the user was stopped by Instagram and was required to view an ad before they could continue. Instagram displays an “ad break” icon along with a countdown timer indicating the time left before the user can resume scrolling.
On tapping the icon for more details, Instagram displayed a message explaining that “Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you can keep browsing.”
Instagram already intersperses sponsored posts and ads amidst the content on your home feed or Reels. However, the introduction of unavoidable ads between posts is a significant escalation and could potentially disrupt the user experience. “We’re always testing formats that can drive value for advertisers,” says Tye.
In addition to Instagram, platforms like YouTube also display unavoidable ads before and during videos. YouTube even extended its 30-second unskippable commercials to its TV app last year. Similarly, both YouTube and TikTok insert ads between their short-form videos, although these can be swiped past.
