Social platforms are fighting not only for users' screen time but also for advertising revenue. Instagram has recently launched non-skippable ads in short videos or reels. In other words, when a user is on the platform and scrolling through short videos, an ad will play, and it will be impossible to skip it until the countdown showing how much time is left to watch has finished.
What are the implications of this type of advertisement?
Far from reinventing the wheel, this type of advertisement may remind you of those on YouTube. Instagram users will be forced to watch the ads, unlike the previous model, which allowed them to be skipped. Consequently, Meta's advertising revenue will automatically increase.
However, the user experience with this type of advertisement will be lessened when content consumption is interrupted by an ad, particularly because the consumption speed on Instagram is much higher than on YouTube. A decrease in UX experience could therefore also lead to a decrease in user satisfaction. As a result, users might change their habits and switch to another platform like TikTok, which still allows ads to be skipped.
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