Instagram is testing unskippable ads that will appear in users’ feeds. Screenshots of the new ad unit, which users can’t scroll through, began circulating on sites like Reddit and X, prompting general outrage, followed by confirmation that the test is underway. The ads include a countdown timer like those used in some streaming shows that prevent the ability to fast forward and also lock users onto the message without the ability to browse elsewhere on the site until the ad plays through. The approach is similar to the YouTube model for ads that appear before and midway through videos.

This past week, user comments began appearing on Reddit and X. “As you might imagine, the majority of the reactions were negative,” writes TechCrunch, adding that “some people threatened to close Instagram if they came across ‘ad breaks’ like this, while others said they would stop using the app entirely.”

But TechCrunch says the change “makes sense” since Instagram has shifted from still photos “over the years to become more of a video-sharing network, thanks to features like Stories and Reels.”

Instagram has not yet shared where in a video the force-fed ads would appear, or whether it is testing the feature outside the U.S., and TechCrunch notes “it’s not clear at this time if Instagram creators will have any control over these ads’ appearance,” adding that “for now, the feature is just a test, but it demonstrates to what extent Meta is willing to experiment with the app’s core user experience in favor of increased ad revenues.”

This raises the question of whether Instagram, which is currently free, will launch an ad-free premium experience available by paid subscription, as with YouTube (and likely X, which has been talking-up an expanded video presence with the launch of a TV app, and demonstrates a propensity for paid add-ons).

YouTube “expanded unskippable, 30-second commercials to its TV app last year,” reports The Verge, noting that “both YouTube and TikTok also slot ads between their short-form videos, but you can still swipe right past them.”

Instagram has already been displaying “sponsored posts and ads between the content you’re scrolling through, whether it’s your home feed or Reels,” The Verge observes, adding that “unskippable content between posts takes this to another level — and seems pretty disruptive.”

Instagram parent Meta Platforms issued a statement to news outlets saying, “We’re always testing formats that can drive value for advertisers.”