Instagram introduces major change that’s already proving unpopular with users – with one describing it a ‘bonkers move’
Seeing ads in your social media feed is 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 will introduce unskippable ads to users’ Instagram feeds.
When these ads are encountered, a timer is displayed and the user is prevented from scrolling past until the entire time has elapsed, similar to YouTube.
The feature, which Instagram calls an “ad pause,” was first noticed this weekend by a user who called the change “crazy.”
And on social media, many irate Instagram users are already threatening to quit the social media platform if the change becomes permanent.
Meta has confirmed that it is testing the introduction of unskippable ads in users’ Instagram feeds
On X, the Instagram user who first saw the unskippable ads said the decision was ‘crazy’
A number of Instagram users have reported seeing unskippable ad breaks appearing in their news feed.
According to users, the ads last a maximum of 10 seconds and they cannot scroll away for the entire time.
When you click the information button in the ad, a message from Instagram appears that says, “You’ll see 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 you can continue browsing.”
Meta has now confirmed that this is a test for a new ad format that appears to be affecting a small number of users at the moment.
The ads (shown) show a timer that prevents the user from scrolling further until the time has completely expired
When you select the information option, users will see a message stating: ‘Sometimes you may need to view an ad before you can continue browsing’
While Meta suggests the changes may not be permanent, the test has sparked outrage, with some on X calling it an “app killer.”
A Meta spokesperson told MailOnline: ‘We are always testing formats that can generate value for advertisers.
“As we test and learn, we will provide updates if this testing results in formal product changes.”
Meta’s statement suggests the change may not roll out to all users, but the test has already sparked outrage.
One commenter on X, formerly Twitter, wrote: “They need to know it’s an app killer.”
Another wrote that the ad breaks would consist of ‘step-off-Instagram notifications’, while another asked: ‘So they want to ruin the app?’
Many complained that Instagram advertising was now “out of control” and that this change would only make the app worse
Others said they would close the app rather than endure an unskippable ad break
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Several outraged Instagram users have even threatened to stop using the social media platform for good if unskippable ads become widespread.
“I swear if this becomes a reality I will delete my account,” one wrote, while another simply responded by writing, “I will delete the app.”
Another wrote: ‘Introducing unskippable ad breaks on Instagram? An app that has already become one big advertisement thanks to influencers? We’re just not going to scroll.’
Some frustrated Instagram users even went so far as to claim they would “delete the app” if the change became permanent
The feature hasn’t rolled out to all Instagram accounts yet and may undergo further testing, but many were concerned 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 was introduced
Should the change become permanent, it would move Instagram closer to YouTube’s free version, which shows users unskippable ads in videos.
However, unlike YouTube, the majority of 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 unskippable ads could be a precursor to a broader rollout of a paid ad-free tier, similar to video streaming giants like YouTube, Disney+ and Netflix.
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While another wrote: ‘Lol it’s basically a way to create a more expensive level of advertising.
“Not a bad attempt to twist it to give Meta the impression that they care about us.”
Some suggested that the introduction of unskippable 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 offered in other regions
