Instagram is testing a new feature called “ad breaks” that will force users to stop scrolling and look at an ad for a certain period of time before continuing. Users have taken to social media platforms like X and Reddit to express their discontent with this new feature. Many feel that the unskippable ads are disruptive and unnecessary, with some calling it a “garbage” feature.
One Reddit user expressed their frustration with the ad breaks, stating that they were already tired of the amount of ads on Instagram and that this new feature was taking it to the next level. They criticized Instagram for implementing fast scrolling and instant gratification features that have negatively impacted attention spans, only to now try to force users to look at ads in order to boost ad views.
Users have reported encountering ad breaks while scrolling through their home feed on Instagram. The feature presents an “ad break” icon at the bottom of the screen with a timer indicating how long the user must view the ad before being able to continue scrolling. One user on X mentioned that the app stopped them from scrolling past the ad, which they found to be a frustrating and nonsensical move by Instagram.
Some users have declared that this new feature will be the “last straw” for them with Instagram. They criticize Meta, Instagram’s parent company, for pushing out features without adequately researching their impact on user experience. Given the negative feedback from users, it remains unclear if and when the ad breaks feature will be rolled out to all users. Instagram spokesperson Matthew Tye has indicated that updates will be provided if the test results in any formal product changes.
Overall, users are unhappy with Instagram’s decision to test ad breaks that force them to stop scrolling and view ads. Many feel that the unskippable ads are disruptive and detract from the overall user experience on the platform. The backlash on social media platforms like X, Reddit, and Instagram itself reflects the frustration and disappointment felt by users. It remains to be seen how Instagram will address this feedback and whether the ad breaks feature will ultimately be implemented for all users.
