Stop scrolling: Instagram’s latest ad-break

Instagram had come up with something new to surprise (or frustrate) us again. They’re currently testing new ads that prevent you from scrolling further in your feed until you’ve watched the video. Is this a smart move, or just super annoying and aggressive?

Instagram’s scroll-stopper

Ads on Instagram can be very useful for both users and brands, as long as they’re done right. Lately, many users have been complaining that there are too many ads to see and that their feed is clogged with just ads, when they just want to see entertaining content. Instagram claims this is just a test that will allow them to create even more value for advertisers. But is this really what advertisers are waiting for?

This example shows exactly what such an ad looks like. At the bottom, you can see a timer counting down until you can finally scroll again. These ads are similar to the unskippable video ads on YouTube and are often the reason why users download ad blockers.

Smart strategy or just aggressive ad breaks?

It remains to be seen whether forcing users to view more ads is actually beneficial for businesses. In fact, a study by TikTok, published in January, suggested that it could actually lead to less engagement. More than 70% of participants said they were more likely to view an ad if they had the option to skip it.

So what do you think: is Instagram creating more value for advertisers with this move? We think it’s good to see Instagram continuing to innovate, but we do have some question marks about whether users actually want this.