Del scroll infinito al scroll "interruptus": Instagram experimenta con los anuncios "unskippable"

From infinite scroll to "interruptus" scroll: Instagram experiments with "unskippable" ads

Instagram is testing a new advertising format that, directly inspired by YouTube, promises to impress users of the Meta social network. After all, the platform is experimenting with the dreaded “unskippable” ads in the feed.

Named "Ad Breaks", these new batch of advertising breaks, which are still in the experimental phase, are already being shown to a small group of users of the social network.

Even though the Meta subsidiary has not yet officially announced the so-called "Ad Breaks", some users are already being confronted with them. The new "unskippable" Instagram ads have a duration of between three and five seconds and must necessarily be viewed by the user to be able to continue scrolling.

By clicking on the "i" button that appears next to the new "Ad Breaks", Instagram informs the user that this format is a new way of viewing ads on the social network and that sometimes they will need to see an ad break before be able to continue scrolling.
Instagram's "unskippable" ad breaks last between 3 and 5 seconds

Those who have already had the opportunity to come face to face with "Ad Breaks" describe these advertising breaks as extraordinarily frustrating, so much so that some are even considering stopping using Instagram if the change becomes permanent.

Aware that “unskippable” ads can potentially alienate many users, Instagram is experimenting with this format before extending it to all users of the social network

Instagram's new "Ad Breaks" are similar to YouTube's hated "unskippable" ads, where these types of ad breaks can be up to a minute long. However, on Google's video platform, YouTube Premium subscribers have the ability to avoid "unskippable" ads.

In the case of Instagram, it is unknown if the platform will implement "Ad Breaks" universally or if, like YouTube, it will introduce a paid subscription that frees the user from the yoke of advertising.

Just a month ago Instagram lifted the curtain on new features across its domains, including the “Add Yours Music” and “Reveal” stickers and the “Frames” feature. In addition, the social network is improving the interactivity of its Notes so that they are compatible with likes, mentions and prompts.

https://www.marketingdirecto.com/digital-general/social-media-marketing/instagram-experimenta-anuncios-unskippable

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