What Are Instagram Unskippable Ads And How To Handle Them In 2025

Instagram has been testing unskippable ads, also known as ad breaks, in its feeds since mid-2024. Although this feature has not been officially rolled out to everyone yet, it has sparked debate among users and advertisers. 

This article discusses all the questions covering Instagram unskippable ads: What are they? How might they influence us, and how can we handle them? Let’s explore!

What Are Instagram Unskippable Ads?

Instagram is testing unskippable ads that appear in the feed. 

Unskippable Instagram ads are a new ad format that forces users to watch completely before they can continue to scroll. Those ads come with a countdown timer and the text <Ad break> at the foot of the page.

According to Meta: Ad breaks are a new way of seeing ads on Instagram.

The first reports of unskippable ads on Instagram date back to June 2024.

How Will Instagram Unskippable Ads Influence Users and Businesses?

Though Instagram unskippable ads have just been tested on a small scale, people are debating over their potential effectiveness and impact. 

While some users are concerned about browsing disruptions, brands and companies may expect new opportunities with this new advertising feature.

For users

Since Instagram introduced testing unskippable ads or ad breaks, several users have expressed their frustration and claimed to close the app immediately. They view this as an absurd and horrible update, compared to YouTube’s non-skippable ads where you actively choose to click on a video.

Some users, on the other hand, positively see ad breaks as reminders to relax their eyes from excessive screen time.

Another opinion is that Meta may do this to introduce ad-free subscriptions worldwide. Currently, it is only available in the European Union. 

For businesses

For brands and advertisers, Instagram’s unskippable ads can present both new opportunities and risks. 

Looking at the bright side, businesses can increase ad engagement and viewership as users cannot skip their ads. They can also ensure their entire message reaches the target audience. 

However, unskippable ads can cause frustration and negative perceptions of brands. 

If users associate frustration with the ad, it can cause a negative brand perception. Exposing to ads repeatedly may also lead to ad fatigue and lower user retention.

What’s The Future of Instagram Unskippable Ads?

Until now, Meta hasn’t confirmed whether this feature will become permanent on Instagram or not.

However, in my opinion, if the test results show a positive increase in revenue and an insignificant drop in user usage, Meta may roll out unskippable ads widely.

For users, you may have to either adapt or voice your opinion loudly enough to stop Meta from applying this new ad format.

For advertisers, you can think of it as a new opportunity to communicate with your prospects and achieve better ad results.

Pros And Cons Of Using Instagram Unskippable Ads?

Before investing in an unskippable ad on Instagram, businesses should carefully weigh their advantages and disadvantages.

Advantages

• Ensure a higher video completion rate for ads.
• Perform better if combined with good ad content.
• Work well with brand awareness campaigns.

Disadvantages

• Can make users frustrated and annoyed.
• May be more expensive than other ad types.
• Can cause adverse reactions and negative impressions on brands.

So, should we use Instagram unskippable ads?

I think the answer depends a lot on your marketing goals. 

If you can structure your campaigns well enough and create compelling, persuasive ad creatives that make people immediately want your product, unskippable ads can be your ally. 

However, if your target customer is sensitive to such intrusive ads, you should be cautious and test them meticulously before investing.

>>> Explore more: What Is Instagram Ad Credit & How To Use It?

Best Instagram Unskippable Ad Tips For Businesses 2025

Here are some tips to maximize the effectiveness of unskippable ads on Instagram for businesses.

Hook users in the first 3 seconds

Start your ad with a bold statement or thought-provoking question to capture attention. 

For example: Did you know 90% of people…?

Keep ads concise

Unskippable ads are often very short, so keep your script snappy and to the point. 

Cut unnecessary words or scenes in ads.

Make ads visually engaging

Use high-contrast colors and visuals to make ads stand out from the feed. 

Incorporate fast-paced editing to prevent boredom. 

Include a clear call-to-action (CTA)

Use a prominent, direct, and actionable CTA such as Shop Now or Sign Up Today. 

Include phrases to create urgency or exclusivity like Limited Time Offer or Get 20% Off Today.

Test ad performance

Run multiple versions of ads and use A/B testing to see which performs better. 

Then, optimize existing ads or create new ads accordingly.

Monitor user sentiment

Track comments and reactions of users to your ads. Analyze ad metrics like likes, shares, and clicks for more insights. 

Identify and address negative brand perception proactively.

Video: Instagram is testing unskippable ads

Final Thoughts

Instagram unskippable ads are a bold move of Meta. Whether they will officially update this feature to all users or not, we should be prepared for all scenarios. Users can consider an ad blocker, ad-free subscription, or simply accept the change. Businesses and advertisers should try adapting it for new opportunities and success.

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