Instagram tests new YouTube like 'unskippable ad' feature

Instagram is reportedly working on unskippable ads, which will make it harder for you to scroll past through the feed until the ad finishes.

According to TechCrunch, Meta is experimenting with what it calls an "ad break," which is a new kind of non-skippable advertisement in the Instagram feed.

Reportedly, some users have already found the new update in their apps.

The "breaks" seem to last a few seconds, based on screenshots that have been shared on X and Reddit, although it's unclear if that could alter if Meta decides to make the new format official. 

As per an in-app message, "Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you can keep browsing."

A Meta company spokesperson told TechCrunch, "We’re always testing formats that can drive value for advertisers. As we test and learn, we will provide updates should this test result in any formal product changes."

This new update is receiving mixed reviews from people, as people with businesses are loving the new unskippable ad concept, while some people have threatened to stop using the photo sharing app entirely.