Instagram is testing a new feature called “Ad Breaks” that could disrupt users’ browsing experience by introducing short, unskippable ads directly into their feed. Meta, Instagram’s parent company, aims to increase revenue through this initiative, similar to how Google transformed YouTube into an ad-displaying platform.
While sponsored posts have long been a part of Instagram’s revenue strategy, these new ad breaks represent a significant departure. Some users have expressed frustration, fearing that the introduction of intrusive ads could negatively impact their overall experience on the platform.
Although Instagram is currently testing ad breaks with a limited set of users, feedback on platforms like Reddit suggests that many users are already unhappy with the idea. Some worry that if these ads become too aggressive, it could drive users away from Instagram to alternative platforms.
As of now, the feature is still in the testing phase, and neither Meta nor Instagram has officially acknowledged its existence. It remains to be seen whether ad breaks will become a permanent feature on the platform or if they will be scrapped based on user feedback and revenue considerations. For users who are part of the test group, they may notice a “Ad break” icon with a timer when encountering these ads, along with a brief explanation of why they are seeing them.