Instagram is experimenting with a new ad format that forces users to watch a video advertisement before they can continue scrolling in their main feed. This new format displays ads with a timer, allowing users to scroll only after the time has elapsed.
Why advertisers need to know this
This can be an effective way for brands to display their ads to a wide audience. However, there is a risk that users may find their experience disruptive. This change offers brands a guaranteed way to show their ads to users. But it can also lead to a negative user reaction. Similar ads on platforms like YouTube often result in frustration.
The impact on businesses and organizations
For companies, this means a greater opportunity to bring their advertisements to the forefront. Especially now that half of the content in user feeds is recommended by AI. Instagram aims to leverage the growing influence of Reels and algorithm-driven feeds for more aggressive advertising techniques.
User feedback
Users are less enthusiastic. An example shared by photographer Dan Levy led to a lot of criticism in the comments. This indicates that inevitable advertisements can be deeply unpopular. Ad blockers are often used due to similar ads on YouTube.