INSTAGRAM'S NEW FEATURE DRIVES USERS TO DELETE THE APP: 'THE LAST STRAW'

Matt Case - June 6th, 2024 - 8:15am PDT 

Instagram's New Ad Breaks Prompt Backlash from Users

SAN FRANCISCO — Instagram is experimenting with a new feature aimed at curbing doomscrolling, but it's not sitting well with users. The social media giant is testing “ad breaks” that force users to watch ads for a certain period before they can continue scrolling.

Reports of the new feature have surfaced on X, formerly Twitter, and Reddit, with users expressing frustration. Instagram spokesperson Matthew Tye confirmed to The Verge that the test is underway.

Currently, Instagram shows sponsored ads and posts within the home feed and reels, but the introduction of unskippable ads, akin to those on YouTube, has sparked criticism. Users describe the ads as "disruptive" and "garbage," with some declaring the update as the "last straw." One Reddit user voiced their dissatisfaction, saying, "I could stand the plethora of ads sprinkled throughout the entire app already, but unskippable? Gtfo."

Critics are questioning Meta’s approach, with one commenter asking, “Meta has top tier UX designers, did they not do any research on this before pushing it onto the public?”