Instagram’s newest characteristic has customers contemplating leaving the platform for good

Instagram stock image 12

Edgar Cervantes / Android Authority


  • Instagram has launched “Advert Breaks,” unskippable adverts that interrupt customers’ searching classes.
  • The characteristic seems to be in a testing section, however detrimental suggestions is already widespread on social media.

Instagram has not too long ago begun testing a brand new characteristic referred to as “Advert Breaks.” These unskippable adverts interrupt the consumer’s searching expertise, requiring them to view an commercial for no less than 3-5 seconds earlier than they will proceed scrolling by means of their feed.

Meta, the corporate behind Fb and Instagram, has at all times relied on adverts to maintain the lights on. You realize these customized adverts that appear to know precisely what you’re serious about? That’s Meta’s bread and butter. Currently, nevertheless, it has been dealing with some challenges, like stricter privateness guidelines and the rise of TikTok. So, it’s attempting out various things to make more cash, like in-app purchases, subscriptions, and now, these unskippable Advert Breaks.

Instagram has at all times been fairly good at mixing adverts into our feeds. We’ve all change into used to sponsored posts that look nearly like common content material. They’re like “smooth adverts,” attempting to maintain us engaged with out being too pushy. However these Advert Breaks are totally different. They’re like a little bit faucet on the shoulder, reminding us that Instagram is, in spite of everything, a enterprise.


Meta has not formally communicated the inclusion of advert breaks, resulting in confusion and frustration amongst customers. Reddit and X (previously Twitter) have change into hotbeds of dialogue, with customers expressing their discontent and sharing their experiences.

  • One Reddit consumer, u/sus_pineapple_appt, expressed dismay, saying, “Thought I’ve been taking loopy capsules for 2 days as a result of that is presently occurring with me… and goodbye IG. I’ve no want for that.” One other consumer, u/the-s-is-for-sucks, criticized the characteristic as a “horrible enterprise choice” that would backfire by alienating customers.
  • Equally, u/HTM identified the detrimental impression on consumer stream and engagement. “Meta has prime tier UX designers, did they not do any analysis on this earlier than pushing it onto the general public? It utterly disrupts the consumer’s stream. Including friction like that is most likely the worst technique to improve engagement on adverts.”

Users on X are equally disgruntled. Rob Moses (@RobMoses) expressed intention to change to TikTok as a result of advert breaks, whereas yy (@ithastobeyeye) lamented the compelled ready time for adverts, suggesting it’d result in diminished time spent on the platform.

Presently, the Advert Breaks characteristic seems to be restricted to a small group of customers, suggesting that Meta is conducting A/B testing to gauge consumer response and measure the characteristic’s impression on advert income. We’ll should see whether or not the corporate will roll out Advert Breaks to all customers or modify the characteristic based mostly on suggestions.

What do you consider Instagram’s new “Advert Breaks”?

116 votes

Whereas I haven’t personally encountered these Advert Breaks on my feed but, I can definitely perceive the frustration. Unskippable adverts have a means of souring the consumer expertise, as I discovered firsthand after they began popping up earlier than Fb movies, finally main me to chop again on my use of that platform. If the identical occurs on Instagram, it’d simply be the ultimate nudge I want to totally embrace my ongoing social media detox.

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