The social platform Instagram is testing a new feature that forces users to watch ads all the way to the end, preventing them from skipping them.
Non-skipping ads
New ad format
Instagram has started testing a new ad format known as "ad breaks". This feature appears in News Feeds and the Reels section, preventing users from missing ads. Instead, they must view the ad in its entirety before continuing to view the content.
Visual Display
During testing, when an ad appears, Instagram displays an ad break icon with a countdown timer that shows how much time is left until the ad ends.
The social network's reaction
An Instagram representative, Matthew Tai, officially confirmed the testing of this feature, explaining that the platform is always trying to test new formats that can increase the value for advertisers . However, according to media reports, this innovation is seen as disruptive to the user experience.
Glossary
- Instagram is a popular social network for sharing photos and videos owned by the company Meta.
- Reels is an Instagram feature that allows users to create and share short videos with effects and music.
- Matthew Tai is the press secretary of Instagram.
- The Verge is a well-known technology publication that reported on this testing.
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Questions answered
What are "ad breaks" on Instagram?
How do "ad breaks" work?
Why is Instagram introducing "ad breaks"?
How do users react to "ad breaks"?
Are there alternatives to "ad breaks"?
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Discussion of the topic – Instagram is testing a new feature: ads that cannot be ignored - how will it affect users?
Instagram is testing a new feature called "ad breaks" that forces users to watch commercials in their entirety before continuing to view Stories or posts. This novelty caused mixed reactions among users and experts in the industry.
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Ольга
This new ad break feature on Instagram is making me cringe 😩. I understand that social media needs to be monetized, but being forced to view ads seems too intrusive.
Кріштоф
Totally agree, Olga. Such advertising breaks spoil the user experience and interfere with the free viewing of content. It would be much better if Instagram offered an ad-free paid subscription for those willing to pay for it 💰.
Марія
I'm also not excited about this new feature 😒. After all, advertising is already intrusive enough in the feeds of social networks. Now you have to sit and wait for it to finish before you can continue watching.
Ян
And I think this is a good idea from the point of view of monetization 💸. Advertisers will gladly pay for guaranteed users to see their ads. And it can bring Instagram additional income.
Вальтер
Phew, these new trends and features are for the youth! 👴 In my time, there were no social networks, and no one suffered from advertising. Everything was easier and calmer.
Антоніо
I understand the importance of monetization for Instagram, but this approach seems too aggressive 😤. Instead, they could offer a paid ad-free subscription for those willing to pay.
Софія
I'm worried that this kind of ad might push users away from Instagram 😔. People use social media for entertainment and communication, not to be forced to watch ads.
Марко
On the other hand, this feature can help small brands and businesses promote their products and services 💼. After all, their ads will definitely be viewed by users, not ignored.