Instagram's Latest Feature is Driving Users Away

Instagram's new Ad Breaks feature might help reduce doom scrolling, but it comes at the user's expense.

Instagram is currently testing an "Ad Breaks" feature that interrupts scrolling with unskippable ads lasting three to five seconds. Given the already high number of ads and sponsored content on Instagram, these forced ads have driven many users away, with numerous Redditors opting for alternatives like TikTok and YouTube Shorts.

Instagram's recent shift toward new monetization strategies and algorithm-driven recommendations has made the user experience vastly different from a decade ago. However, if users strongly oppose this feature during testing, it might not be implemented widely.

Instagram Tests New Ad Breaks Feature, Sparking User Backlash

Since Meta acquired Instagram in 2012, the platform has continuously introduced new money-making features. However, Instagram's latest unskippable ads feature, currently in testing with select users, is stirring significant controversy and may be its most contentious ad strategy yet.

The new Ad Break feature on Instagram compels users to watch ads on their feed for three to five seconds before allowing them to continue scrolling. These ads are labeled with a small notification about the feature and include a second-by-second countdown.

Users seeking more information are met with a pop-up message stating: "You're seeing an ad break. Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you can keep browsing."

While Instagram's new ad feature has yet to roll out to all users, it resembles the unskippable ads seen on platforms like YouTube. However, Instagram's Ad Breaks present ads in much shorter durations than YouTube's, preventing users from skipping content for up to 30 seconds.

Not Shockingly, Instagram's Ad Breaks Draw User Ire

While Instagram has increasingly become a hub for purchasing goods, especially since the introduction of its Shopping feature in 2020, the Ad Break feature is shifting the app's identity more towards a digital billboard rather than a social media platform – much to the dismay of users.

Users have flooded message boards like Reddit and X with complaints about the new monetization feature, many sharing that they've already abandoned Instagram for alternative short-form video platforms that don't mandate ads, such as YouTube Shorts. For instance, Reddit user 'the-s-is-for-sucks' announced their departure from Instagram, citing the platform's worsening ads issue as the reason for their decision.

"I absolutely loathe this new 'feature' – it's incredibly intrusive and, in my opinion, a dreadful business move. The platform is already saturated with subtle ads that thrive on users spending endless hours scrolling... If this trend persists, I'll be hitting the unsubscribe button." – Shared by Reddit user 'the-s-is-for-sucks'

Some users question whether Ad Breaks will achieve their intended goal, as user sbgs87 pondered, "I've made an embarrassing number of purchases through Instagram ads, they were effective. Now, when faced with these unskippable ads (just in the last 2 days), I immediately close the app. Probably not the engagement they're aiming for."

Is Your Smartphone Next in Line for Ad Breaks?

But do user opinions really count? Instagram seems to think so. Since Ad Breaks is still in its testing phase, if the feature proves widely unpopular, it might not lead to any formal product changes.

So, if you haven't experienced forced ad breaks during your browsing yet, you might just escape unscathed. But even if ad breaks don't start popping up on your phone, it doesn't mean Instagram won't be evolving soon.

As a Meta-owned platform, Instagram is continually expanding its monetization features, such as paid subscriptions and in-app purchases. Moreover, with half of users' feeds now consisting of AI-recommended content from profiles they haven't followed, Instagram sees an opportunity to seamlessly integrate more ads without causing too much disruption.