Instagram said that unskippable advertisements were under test when screenshots of the function started to go around social media. The instructional material on the Instagram app indicates that these new commercial breaks will display a countdown metre, preventing users from exploring further content on the app until they encounter the ad.
The social network will resemble YouTube’s free edition, which requires viewers to see advertising before and during videos. Given that Instagram has evolved over the years to become more of a video-sharing network owing to tools like Stories and Reels than a venue to exclusively exchange still photographs, it seems logical that Instagram would also go down this path.
A Meta business spokesman told Eltrys, “We constantly test formats that can drive value for advertisers.” “We will provide updates if this test leads to any formal product changes as we test and learn,” they said. 
The new “ad break” function was discovered by Instagram app user Dan Levy, who uploaded a screen grab of the test to his X account. Levy claimed it was what he considered to be a “bonkers move.” The app prevented him from scrolling beyond the advertisement.
If you click the info button next to the ad break to learn more,a follow-up Reddit post said that you would receive a notice stating, “You’re viewing an ad break.” On Instagram, ad breaks offer a fresh approach to seeing ads. Before you continue surfing, you may have to watch an advertisement.
Other users said they have occasionally seen the function. Most of the responses were unfavourable, as one should expect. If they came across “ad breaks” like this, some individuals vowed to close the app; others said they would quit using the app completely. Readers questioned whether the decision to increase ad interaction at the expense of the user experience motivated this decision.
Other X accounts like @howfxr and @Dexerto have since spread Levy’s message.
Instagram declined to comment on where the ad breaks display in the Instagram app or if the firm was testing the function worldwide. However, the screenshots show the commercial breaks appearing in the app’s feed when one watches video content. Right now, it’s unclear whether Instagram creators will be influencing the look of these advertisements.
For now, the function is just a test, but it shows how far Meta is willing to explore the fundamental user experience of the app in favor of more ad earnings.
