Instagram is testing a new type of ads, which are harder to ignore and will inconvenience users. The Meta-owned platform is testing non-skippable ads in the feed. The new type of ad is called “ad break” by the company. These ads have been spotted by some users. It does not allow users to scroll past the feed ad until the ‘ad break’ finishes.
A few users have shared screenshots of the ‘ad break’ on Reddit and X (formerly Twitter), which suggest that the breaks are a few seconds long. However, it is unclear whether the company could change the length of the ads before its final rollout.
“Ad breaks are a new way of viewing ads on Instagram,” an in-app message explains. “At times, you may be required to watch an ad before continuing browsing.”
Non-skippable ads are popular on video streaming platforms like YouTube. However, Instagram's new ads are more aggressive as they will be placed in the main feed rather than in Reels or Stories.
Meta confirmed to TechCrunch that it was testing the new ad format. A spokesperson from Meta stated, "As we test and learn, we will provide updates should this test result in any formal product changes."
Meanwhile, Instagram is currently testing a new feature for creators on its platform. The feature under testing will allow users to experiment with reels without having to display them on their profiles. This means creators can test new content without actually posting the reels on their profile.
The feature in development is called 'trail reels'. It is being tested globally starting this week. The purpose of this feature is to provide creators with a way to try different types of content and unleash their creativity by publishing reels that are hidden from their followers, but visible to non-followers.
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