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Quickly scrolling past AI-generated ads on Instagram that you don’t want to see may soon no longer be an option.
Reels has made Instagram more similar to TikTok, Meta has combined Instagram with its new X competitor with Threads, and now the social media giant may be trying to copy YouTube’s playbook.
Instagram is testing a feature that would stop some users from scrolling for a certain amount of time to view an ad, a Meta spokesperson confirmed in a statement to Business Insider.
Only some users can see this feature. X And Reddit, Meta This feature A permanent addition to the app.
“We are constantly testing formats that create value for our advertisers. As we test and learn, we will provide updates if this testing warrants formal product changes,” a spokesperson told BI.
YouTube employs a similar advertising strategy, with free users having to endure an ad before they can watch a video.
Like TikTok, Instagram allows users to scroll through ads that appear in the main feed and between stories, though this may change in the future.
According to social media posts from users who have seen the new non-skippable ads, as users scroll through the content, a small counter appears at the bottom of the screen, “Advertisement break”
“You may need to watch an ad before continuing to browse,” reads a text box explaining the Instagram app’s features. Morning Brew.
Business Insider was unable to verify Instagram’s ad break feature.
Over the past few years, Instagram has experimented with new features on the app, including Reels, which recommends videos in a TikTok-like way.
The focus on short-form video content has led the app to downplay traditional photo posting by mutual followers, a move that has received mixed reviews.
Either way, the changes could benefit the apps: Instagram will surpass TikTok in growth and downloads by 2023.