Meta, the parent company of Facebook and Instagram, is experimenting with a new feature called ‘Ad Breaks. ‘ This feature introduces unskippable ads that interrupt users’ browsing experiences. These ads, which last 3-5 seconds, require users to watch them before they can continue scrolling through their feeds.
Meta’s dependence on advertising revenue is widely recognised. The company’s growth has been fueled by its proficiency in serving personalised ads that align with users’ preferences. However, facing hurdles such as tighter privacy laws and the surge in TikTok’s popularity, Meta is not looking for new ways to boost its income.
The launch of Ad Breaks is one such effort, complementing other strategies like in-app purchases and subscription services, notes Android Authority.
The unexpected introduction of Ad Breaks has led to confusion and frustration among Instagram users. Platforms such as Reddit and X have become hotspots for users to express their dissatisfaction and share their experiences with the new feature.
“I hate this new “feature” so much – it is so in your face and to me, feels like a terrible business decision. The whole platform is already basically “soft ads” that generate revenue based on people being on there for ages, consuming content without thinking too much about it all and now they’re forcing users to stop scrolling and drawing attention to the fact they’re on an app designed to sell them things,” says one Reddit user.
Currently, the Ad Breaks feature is being tested with a small group of users, indicating that Meta is conducting A/B testing to gauge reactions and assess the feature’s impact on ad revenue.
Whether Meta will roll out Ad Breaks to all users or adjust the feature based on feedback remains to be seen.
In April 2024, Instagram rolled out a safety feature that will blur nude mages in the direct messages (DMs) of young individuals.
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