Instagram introduces a major change that is already proving unpopular with users

by
  • Meta has confirmed that it is testing non-skippable ads in Instagram feeds
  • Users are furious with the changes with some threatening to delete the app



Seeing ads on your social media feed is already annoying enough, but for Instagram users, the experience could soon become even more frustrating.

Meta has confirmed that it is now testing a feature that introduces stealth ads to users’ Instagram feeds.

When encountered, these ads display a timer and prevent the user from scrolling until the full time has passed, similar to YouTube.

The feature, which Instagram calls ‘ad break’, was first noticed over the weekend by a user who called the change ‘annoying’.

And on social media, many angry Instagram users are already threatening to quit the social media platform entirely if the change is made permanent.

Meta has confirmed that it is testing the insertion of stealth ads into users’ Instagram feeds.
On X, the Instagram user who first noticed the non-skippable ads said the decision was ‘disappointing’

Click here to resize this module

A number of Instagram users have reported seeing unskippable ad interruptions appearing in their news feed.

According to users, the ads last up to 10 seconds and prevent scrolling for that entire duration.

Clicking on the info button in the ad displays a message from Instagram that reads: “You are viewing an ad break.”

The message continues: “Ad breaks are a new way to see ads on Instagram.

‘Sometimes you may need to view an ad before continuing to browse.’

Meta has already confirmed that this is a test for a new ad format which currently appears to be affecting a small number of users.

The ads (pictured) feature a timer that stops the user from scrolling until the time runs out
When selecting the info option, users are shown a message that says: ‘Sometimes you may need to view an ad before continuing to browse’
Although Meta suggests the changes may not be permanent, the test has sparked outrage with some at X calling it an “app killer.”

Click here to resize this module

A spokesperson for Meta told MailOnline: “We are always testing formats that can bring value to advertisers.

“As we test and learn, we will provide updates if this testing results in any formal product changes.”

Meta’s statement suggests that the change may not roll out to all users, but the test has already sparked outrage.

One commenter on X, formerly Twitter, wrote: “They should know it’s an app killer.”

Another wrote that the ad breaks would be ‘their announcements to get rid of Instagram’, while another asked: ‘So they want to break the app?’

Many complained that Instagram ads were now ‘getting out of control’ and that this change would make the app worse
Others said they would close the app rather than go through an insurmountable ad break
One commenter on X complained that introducing ad breaks would ‘break the app’

Some outraged Instagram users have even threatened to stop using the social media platform forever if the unskippable ads go viral.

“I swear, if this becomes true I will delete my account,” wrote one, while another responded simply by writing: “I will delete the app.”

Another wrote: ‘Introducing unskippable ad breaks on Instagram? An app that has already become a giant advertisement because of influencers? We just won’t budge.’

Some frustrated Instagram users even went so far as to claim they would ‘delete the app’ if the change was made permanent
The feature hasn’t rolled out to all Instagram accounts yet, and there may be a trial, but many were worried about a possible change
While the feature may have been intended to increase ad revenue, a number of users said they would stop using the app if it were introduced

Click here to resize this module

If the change becomes permanent, it would make Instagram closer to the free version of YouTube, which shows users invisible ads in videos.

However, unlike YouTube, most Instagram users currently do not have the option to pay to remove ads from their experience.

The exception is in the EU where users can pay €9.99 (£8.51) per month to remove ads from Meta products.

Many social media users speculated that the introduction of non-skippable ads could be a precursor to a wider rollout of a paid ad-free tier, similar to video streaming giants like YouTube, Disney+ and Netflix.

One commenter on X wrote: ‘I smell the “ad-free” meta subscriptions coming.’

While another wrote: ‘Lol its actually a way to create a more expensive ad tier.

“Not a bad attempt to spin it to make the Meta look like they care about us.”

Some suggested that the introduction of non-skippable ads could be a precursor to the introduction of a more expensive ad-free tier
Instagram users in the EU already have the option to pay a monthly fee to remove ads, but the feature is not yet available in other regions

Leave a Comment