Instagram already displays sponsored posts and ads between the content you’re scrolling through, whether it’s your home feed or Reels. But sticking unskippable content between posts takes this to another level — and seems pretty disruptive. “We’re always testing formats that can drive value for advertisers,” Tye says.

Instagram is experimenting with a new ad format that prevents users from scrolling until they view a video ad in their main feed. Why it matters. The move could significantly boost ad exposure for brands but risks alienating users who find forced viewing intrusive.

Instagram confirmed it's testing unskippable ads after screenshots of the feature began circulating across social media. The change would see the social network becoming more like the free version of YouTube,

An entire thread on question and answer site Quora questions why people are seeing more of these ads recently, with one user commenting "The constant bombardment of ads is getting out of control. It's unbearable." If Instagram sours its users with these ads on a larger scale, it may not go down at all well for the platform's traffic.

While ad breaks currently seem to be showing up for a small subset of Instagram users, the ones that are seeing them mostly hate it. On Reddit, basically every commenter said that they closed the app immediately after seeing these ads, and the sentiment on X is similarly negative.

It’s no secret that Meta’s biggest source of profit comes from advertising. However, it seems that the company is

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