Instagram is one of the social media platforms I use, although not daily due to recent changes. It’s helpful in certain parts of my life. However, if they decide to add Instagram unskippable ads, I might quit the platform entirely. Here’s why.
They Are Testing With Instagram Unskippable Ads
Instagram is testing unskippable ads, as reported by The Verge and confirmed by Instagram spokesperson Matthew Tye. Users have noted ad breaks that briefly pause scrolling to show ads, as seen in a screenshot shared by Twitter user @TheDanLevy. The platform describes these ad breaks as a new way to view ads on Instagram, where you may need to watch an ad before continuing to browse.
Instagram often experiments with new features before making them widely available. Depending on the results of this test, ad breaks may or may not become a regular feature on the platform in the future.
Why I’m so Done With Unskippable Ads
While this feature is still being tested, it’s frustrating. Let me be clear—ads are necessary. As a software developer, I understand they support our favorite platforms.
However, if ad breaks become permanent on Instagram, I’d consider leaving. Here’s why:
1. Instagram is Flooded with Ads
I began using Instagram in March 2015 (check your account age if you’re unsure). In nearly a decade, I’ve witnessed various changes—some good, some not so much, depending on who you ask.
Unfortunately, I joined after Instagram began its ad program the same year. It started with ads in stories in 2017 and on the explore page in 2019. Now, ads seem to be everywhere on the app.
Currently, Instagram places ads in the home feed, reels, explore page, between stories, and on public profile feeds—essentially every place you scroll to view content.
To make matters worse, Instagram has increased the number of ads over time, which has worsened my user experience. I find myself using the platform less as a result. And I’m not alone. A quick Google search for “Instagram is full of ads” reveals similar frustrations.
While writing this, I conducted a small experiment. I opened Instagram and counted the ads in the first 17 posts. Not surprisingly, I encountered seven ads by the 17th post—that’s roughly an ad every two posts.
If Instagram adds ad breaks as well, it just won’t be worth using anymore. It’s starting to feel more like a platform for ads than for connecting with friends and family.
2. Ads Don’t Fit Well on Social Media
Social media is all about short posts and constant scrolling, unlike streaming services like Netflix and Hulu that show longer content with ads.
On Netflix, ads are necessary because the shows are longer, and ads help them earn money. But Instagram is mostly about photos and short videos. People use social media in a different way.
On social media, you quickly move from one post to the next. It makes sense to show ads between posts. Ads are how social media makes money. This way, it feels natural. But stopping me to watch an ad before I can continue doesn’t fit the way I use social media.
That’s why no other big social media site does ad breaks, except for Facebook, which I hardly use. Even then, Facebook’s ads don’t make you stop scrolling to watch them.
3. Unskippable Ads Will Ruin the Smooth Scrolling Experience
This relates to the previous point. On social media, I’ve come to expect an uninterrupted experience while scrolling.
I can handle ads between posts, but being forced to watch an ad for a set time isn’t something I want, especially on Instagram. It disrupts how I use the app, and I don’t think I can tolerate it.
Ad breaks are useful for advertising, but not on Instagram. Besides being disruptive, they don’t fit how people use social media. Also, Instagram already has plenty of ads, a common feeling in places like Instagram’s own subreddit. If ad breaks were added, it would be too much and make me quit the app.
Key Points to Remember
- Instagram is experimenting with unskippable ads, which could disrupt how smoothly users scroll through content.
- Ads appearing in different parts of the app have already led users, including myself, to use the platform less.
- Unskippable ads would interrupt the smooth browsing experience on Instagram, contradicting its focus on short-form content.