Instagram is testing an “advert break” function that forces you to cease and watch an advert for some time earlier than you possibly can proceed scrolling. Some X and Reddit customers reported seeing the function, which Instagram spokesperson Matthew Tye confirmed edge Advert breaks are being examined. Tye stated Instagram “will present an replace if this take a look at ends in any official product adjustments.”
One Reddit consumer found the function whereas scrolling via tales and posts. After scrolling a specific amount, Instagram blocks them from persevering with till they see an advert. As proven within the screenshot, Instagram shows an “Advert Break” icon that features a countdown timer to point out how lengthy it is going to take earlier than you can begin scrolling once more.
When customers click on the icon to get extra details about the function, Instagram shows a message: “Advert breaks are a brand new solution to see adverts on Instagram. Typically it’s possible you’ll have to see an advert earlier than you possibly can proceed looking.”
Instagram already shows sponsored posts and adverts between the content material you scroll via, whether or not it is your homepage or Reels. However placing unskippable content material between posts takes it to a different degree — and appears fairly disruptive. “We’re at all times testing codecs that carry worth to advertisers,” Tye stated.
Along with Instagram, YouTube additionally shows unskippable adverts earlier than and through movies. Final yr, the corporate even added unskippable 30-second adverts to its TV app. YouTube and TikTok additionally insert adverts between their clips, however you possibly can nonetheless swipe proper previous them.
