Instagram may soon introduce non-skippable ads similar to those on YouTube.
On June 3, U.S. IT media outlet The Verge reported that Instagram is testing an ad break feature that forces users to watch an ad for a certain amount of time before they can continue scrolling.
According to the report, there were recent posts from users who have recently witnessed this feature on X (formerly Twitter) and Reddit.
As per the description, when an ad appears while viewing posts, stories, or reels, users cannot navigate to other content within the app until a timer runs out.
When users clicked on an icon for more information about the feature, a message displayed stated, “Ad breaks are a new way of viewing ads on Instagram”.
Matthew Tye, a spokesperson for Instagram, confirmed to The Verge that they are “testing the ad break feature” and will “officially introduce and provide an update after the test results”.
He added, “We are always testing formats that can create value for our advertisers”.
Currently, Instagram displays sponsored posts and ads between content such as home feeds and reels.
The Verge noted that “inserting non-skippable ads between posts is a higher level of engagement”.
Meanwhile, YouTube currently displays non-skippable ads before and after videos.
Last year, they even expanded the non-skippable 30-second ads to their TV app.
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