Instagram Is Testing Unskippable Ads — Will It Change How You Scroll?

If you’ve been scrolling through Instagram recently and suddenly found yourself stuck watching an ad you couldn’t skip, you’re not alone. Instagram is currently testing a new feature called "ad breaks" — unskippable ads that appear right in the main feed, forcing users to watch before they can continue scrolling.

This feature was first noticed in mid-2024 and has started popping up again, indicating that Instagram is still actively experimenting with it. When an "ad break" appears, a timer counts down on the screen, and users are unable to scroll past the ad until the timer hits zero, similar to how YouTube’s free tier ads work.

According to a Meta spokesperson who spoke to TechCrunch, the company is always exploring new formats that can drive value for advertisers. It’s clear that the goal is to make ads more visible — but it’s also clear that users are not thrilled about it. Early reactions show a lot of frustration, with many people saying that these interruptions make the browsing experience worse. Some users have even mentioned that they might stop using Instagram altogether if ad breaks become a permanent feature.

For now, Instagram hasn’t confirmed whether this will be a permanent change. Meta has said they will share updates if the tests lead to any formal rollout. Until then, keep an eye on your feed — and maybe your patience too.