Instagram users left seriously frustrated as app introduces unpopular new feature

Instagram users are not happy with a new feature that is being tested out across the app.

As we all know, the big social media platforms like Facebook, Insta, X and TikTok are completely free to use.

So in order for those companies to make money, they need us to stay on the app for as long as possible.

This is because apps are filled with adverts, which makes up for most of their revenue.

Free apps rely on adverts. (Nikolas Kokovlis/NurPhoto via Getty Images)

Just on Instagram, there are two billion monthly users, as of April 2024, beaten only by YouTube with 2.5 billion and Facebook with three billion, according to Statista.

And Instagram ad revenue hit a reported $50.58 billion in 2023 and is expected to reach $59.6 billion by the end of 2024.

Long story short, these companies need ad revenue in order for the apps to remain free to use.

However, some Instagram users are reporting a brand new app feature that appears to be rolling out on some devices.

Users have taken to X and Reddit to share images of the 'unskippable ad' feature, which reportedly lasts for a good few seconds, unlike the current ad feature that you can skip instantly.

"Ad breaks are a new way of seeing ads on Instagram. Sometimes you may need to view an ad before you can keep browsing," the feature's description reads.

Users are reportedly seeing the feature on their devices. (Instagram)

"Meta has top tier UX designers, did they not do any research on this before pushing it onto the public? It completely disrupts the user's flow," one Redditor said.

Another wrote: "Wow just had my first one as well and am blown away. Kind of not surprised but I am because it’s such a bad way to control the user and force an ad. This is gonna p**s a lot of people off."

While an X user added: "The unskippable ad breaks on Instagram are making me want to scream!"

However, many users are yet to experience the feature, with someone else writing: "Same as other commenters I can't find much talk about this anywhere yet. They're probably doing some small A/B tests on this feature for now.

"But man do the ad breaks p**s me off. I just close the app instantly after seeing one and treat it as a signal to stop scrolling.

"Just the most recent example of the ens**tification of everything.

"It completely disrupts the user's flow.

"Adding friction like this is probably the worst way to increase engagement on ads."

Meta told LADbible in a statement: “We’re always testing formats that can drive value for advertisers. As we test and learn, we will provide updates should this test result in any formal product changes.”