Instagram is taking a bold step in its advertising strategy by experimenting with unskippable video advertisements in users’ main feeds. This new ad format prevents users from scrolling until they view a video ad, similar to some YouTube ads. While this move could significantly boost ad exposure for brands, it also risks alienating users who may find forced viewing intrusive.
The implementation of unskippable video ads on Instagram could be seen as a great opportunity for advertisers to reach an audience that is already accustomed to seeing ads. However, it raises concerns about whether it will disrupt the scrolling experience for users and potentially lead to a loss of customers.
Instagram’s decision to introduce these unskippable ads aligns with its recent shift towards Reels-heavy, algorithm-driven feeds. With half of users’ feeds now consisting of AI-recommended content from unfollowed profiles, Instagram sees an opportunity to blend in more ads without seeming overly disruptive.
It is worth noting that YouTube’s unskippable ads are often cited as one of the top reasons people use ad blockers, indicating that forced viewing is deeply unpopular. This raises the question of whether Instagram’s implementation of unskippable video ads will face similar backlash from users.
A spokesperson from Meta, Instagram’s parent company, stated that they are constantly testing new ad formats that can drive value for advertisers. They will provide updates if this particular test results in any formal product changes. This suggests that Instagram is actively seeking feedback and monitoring the response from users and advertisers.
While advertisers may be excited about the potential increase in ad exposure, users have expressed their dissatisfaction with this new feature. Photographer Dan Levy shared an example of the unskippable video ads on Instagram, sparking backlash in the comments section.
In conclusion, Instagram’s experiment with unskippable video ads in the main feed is a significant move that could have both positive and negative implications. It offers advertisers an opportunity to reach a captive audience, but it also risks frustrating users who may find forced viewing intrusive. As Instagram continues to test and learn from these new ad formats, it remains to be seen whether this will lead to any formal product changes in the future.
