Instagram’s Latest Feature Makes Users Consider Leaving the Platform Permanently

Instagram recently began testing a new feature called “Ad Breaks.” These inescapable ads interrupt the user’s browsing experience, forcing them to view an ad for at least 3-5 seconds before they can continue scrolling through their feed.

Meta, the company behind Facebook and Instagram, has always relied on ads to keep the lights on. You know those personalized ads that seem to know exactly what interests you? This is Meta’s bread and butter. However, in recent times it has faced some challenges, such as stricter privacy rules and the rise of TikTok. So it’s all about trying different things to earn more money, like in-app purchases, subscriptions, and now, those unmissable ad breaks.

Instagram has always been very good at integrating ads into our feeds. We are all used to sponsored posts that almost look like regular content. They’re like “soft commercials,” trying to keep us engaged without being too pushy. But these ad breaks are different. It’s like a gentle tap on the shoulder, reminding us that Instagram is, after all, a business.

Insta-Frustration

Meta has not officially communicated the inclusion of ad breaks, which has caused confusion and frustration among users. Reddit and X (formerly Twitter) have become hotbeds of discussion, with users expressing their discontent and sharing their experiences.

• One Reddit user, u/sus_pineapple_appt, expressed his dismay, saying: “I thought I was taking crazy pills for two days because this is currently happening to me…and goodbye IG.” I do not need it. Another user, u/the-s-is-for-sucks, criticized the feature as a “terrible business decision” that could backfire by alienating users.
• Similarly, u/HTM highlighted the negative impact on user flow and engagement. “Meta has top UX designers, didn’t they research this before releasing it to the public? This completely disrupts the user flow. Adding friction like this is probably the worst way to increase engagement on ads.

Users on are just as unhappy. Rob Moses (@RobMoses) expressed plans to move to TikTok due to ad breaks, while yeah (@ithastobeyeye) bemoaned the forced wait time for ads, suggesting it could lead to a reduction in time spent on the platform.

Currently, the Ad Breaks feature appears to be limited to a small group of users, suggesting that Meta is conducting A/B testing to gauge user response and measure the feature’s impact on ad revenue. We’ll have to see if the company will roll out ad breaks to all users or change the feature based on feedback.

While I have yet to personally experience these ad breaks on my feed, I can certainly understand the frustration. Non-skippable ads tend to ruin the user experience, as I learned firsthand when they started appearing before Facebook videos, ultimately leading me to reduce my use of that platform . If the same thing happens on Instagram, it might be the last push I need to take full advantage of my ongoing social media detox.