People have shared images online showing a countdown timer during these ads. Instagram, owned by Meta, tells users, “Sometimes you may need to view an ad before you can keep browsing” if they click for more info.
Instagram confirmed the trial to EMC News, saying, “We’re always testing formats that can drive value for advertisers.” They added that they would provide more updates if this test leads to permanent changes. Meta also mentioned they are always experimenting with new products and ad solutions to keep up with changing consumer trends and business needs.
User Backlash
While this trial aims to benefit advertisers, it hasn’t gone over well with users. One person on Threads called it “bonkers” and described it as an “aggressively pushy” move to make more money from ads. Some users are even talking about boycotting Instagram, with one X (formerly Twitter) user saying, “We will simply not be scrolling.”
Meta isn’t the first tech giant to use unskippable ads. YouTube has been doing this for a while with ads that you can’t skip unless you pay for their premium service. These ads can last between 15 and 30 seconds and appear before, during, or after videos, ensuring viewers see the whole message. They also use short, six-second non-skippable ads called “bumper ads.”
To avoid these ads, some YouTube users have turned to ad blockers and browser extensions. In response, Google, YouTube’s parent company, is trying to limit the use of these ad blockers.
Impact on Engagement
Whether forcing users to watch ads actually works is still up for debate. A study by TikTok, published in January, found that making viewers watch ads might reduce engagement. More than 70% of participants said they were more likely to engage with an ad if they had the option to skip it.
As Instagram tests this new ad format, the challenge will be to keep advertisers happy without driving users away. It’s a delicate balance, and only time will tell if this approach will succeed.
