Instagram Testing Unskippable 5-Second Ad Breaks

Instagram, owned by Meta, is reportedly testing a new feature called 'Ad Breaks' that introduces unskippable ads lasting three to five seconds. This feature interrupts users' scrolling experience, requiring them to watch an ad before they can continue browsing their feed. The test is currently limited to a small group of users to gauge reactions and assess the impact on advertising revenue.

The introduction of 'Ad Breaks' has sparked frustration among users, with many expressing dissatisfaction on platforms like Reddit and X (formerly Twitter). Some users have indicated that they might consider leaving Instagram if the feature becomes permanent. While Meta has not provided further details about a potential wider rollout or an ad-free subscription model, the company continues to experiment with various features to enhance user engagement and revenue generation.