Ad Break: A New Way to Display Ads on Instagram
Instagram has introduced a new feature called “ad break,” which aims to change the way ads are displayed on the platform. This feature is currently being tested with a select group of users, and reports about it have been surfacing on X and Reddit. The description of ad breaks states that they are a new way of seeing ads on Instagram, and sometimes users may need to view an ad before they can continue browsing.
While unskippable ads are not new to platforms like YouTube, where they appear before or during videos, the implementation of ad breaks on Instagram seems to be more intrusive. Instagram users often scroll through posts at a rapid pace, making these ad breaks feel disruptive and unwelcome. Users who have encountered ad breaks describe them as sudden interruptions in the middle of their browsing, lasting only a few seconds. To proceed with using the app, users are forced to watch the entire ad.
The initial feedback from users who have experienced ad breaks on Instagram has been largely negative. Many users have expressed frustration and annoyance at this new format. On Reddit, commenters have shared their disappointment, with some stating that they immediately closed the app after encountering an ad break. One Redditor criticized Meta, the parent company of Instagram, for not conducting thorough research before implementing this feature, as it disrupts the user’s flow.
It remains unclear how widespread ad breaks are currently on Instagram or if Meta plans to expand their rollout to more users. However, if the company does proceed with expanding this feature, it should be prepared for potential backlash. Instagram has faced criticism in the past for being too aggressive with its ad placements. In response to user complaints in 2022, the company acknowledged the issue and made adjustments to reduce the overwhelming presence of ads on users’ feeds.
Given Instagram’s history with ads, it is important for Meta to consider user sentiment and feedback regarding ad breaks. Pushing intrusive ad formats onto users may lead to a negative user experience and could potentially drive users away from the platform. It remains to be seen how Meta will respond to user feedback and whether any changes will be made to the ad break feature based on user preferences.
In conclusion, the introduction of ad breaks on Instagram has sparked mixed reactions among users. While this new format may help generate revenue for the platform, it is crucial for Meta to strike a balance between monetization and user experience. By taking user feedback into account and refining the ad break feature accordingly, Instagram can ensure that its advertising strategy aligns with user expectations and preserves the overall quality of the platform.
