Is Instagram Testing Or Forcing Unskippable Ads On Us?

Date: June 07, 2024

From what it looks like, Instagram has silently rolled out its unskippable adverts segment in the face of testing it.

Instagram has evolved its advertising methods to make the experience seamless for its global users. It has come a long way from showing ads on a timeline to adding story-based adverts. Users have not disagreed with how Instagram has advertised on its platform until now. The latest introduction, however, may turn things around dramatically. If you would have noticed, Instagram has begun displaying unskippable ads on its platform for both iOS and Android device users.

All the advert formats displayed on Instagram have been able to be skipped, either by continuing scrolling on timeline or by swiping up on the ad while watching reels. The new introduction, according to Instagram’s representatives, is still in the testing phase and has not been finalized as an official format. The reality doesn’t look the same, though.

"Sometimes you may need to view an ad before you can keep browsing. We’re always testing formats that can drive value for advertisers and experimenting with new products and ad solutions in line with the evolving consumer trends and business needs." the Meta-owned platform tells those who click for more information.

The new format has received huge appreciation from advertisers and businesses, but that doesn’t seem to be the case with the end users. The unskippable ads shown on the timeline and Reels format freeze the app’s functionality to swipe or skip. Considering the nature of unskippable ad format used across the web and applications, if a user closes the application or webpage while the ad is playing and returns later, the platform usually continues showing another unskippable ad before allowing the user to continue browsing. 

On Instagram, this functionality does not appear to be active for now. If you close the app while an unskippable ad is playing and return, the app continues normally. Another unskippable ad might soon appear while using the app, which shows the countdown timer and the only clickable option to learn more about it. 

Many users are already calling this format a force-feeding one in nature. Many users have taken to the X platform to express their negative experience with the unskippable ads. One user posted, “Seems like an aggressively pushy move to earn more ad dollars for Meta.” Another one said, “We will simply not be scrolling.”

While Instagram is still one of the leading social media apps in the world, many new social media apps have emerged and are rapidly growing their communities through unique USPs and user experiences. With adverts that do not go well with the end users, Instagram might lose its market share to these thriving new social media apps.