Instagram Testing Unskippable Ads Feature: A New Advertising Experiment by Instagram

by George Iacovacci | Jun 6, 2024 | Digital Scoop

Instagram Confirms Test of Unskippable Ads:

Impact on Meta, Its App, Advertisers, and User Experience

Instagram, a platform that started as a simple photo-sharing app, is now testing unskippable ads in some markets. This change has caused mixed feelings among users and marketers.

There is no guarantee that this will get rolled out fully, as Meta is always testing formats as they should.  Some stick, and some don’t. We will have to wait and see. But as a marketer, when Instagram is testing unskippable ads, we take notice.

In this brief article, we will examine the details of this new feature, its impact on users, and what it means for advertisers. We will also examine sponsored posts and ads to see the bigger picture.

The Evolution of Instagram: From Photos to Videos

The Early Days of Instagram

Instagram was launched in 2010 as a photo-sharing app.

It was created by Kevin Systrom and Mike Krieger, former roommates at Stanford University.

Instagram quickly became popular because it was easy to use and had fun photo filters. The fact that you could take a picture and instantly upload it for all of your friends and family to see was a hit. And now short videos made this experience even better. 

Over the years, Instagram has added new features like Stories, IGTV, Reels, and, eventually, video ads. When something becomes popular, you can bet that we marketers are watching and always ready to test new ad formats. It’s just our nature :-).

Instagram, YouTube, and TikTok Lead with Video

Today, Instagram is second to YouTube in video views and is one of the most popular platforms in the world, with over two billion monthly active users.

The Shift to Video Content Reels and Stories

With Stories and Reels, Instagram has moved from photos to videos. This change matches a bigger trend in social media, where video content is becoming more popular and more effective for us as marketers and advertisers. 

There is no doubt that video is one of the top formats that can drive value for our clients.

The Introduction of Unskippable Ads

What Are Unskippable Ads?

Unskippable ads are ads that users must watch in their stream before they can continue browsing. This type of ad is already common on platforms like YouTube, where ads play before and during videos. Instagram’s unskippable ads will have a countdown timer, so users can’t skip them.

We don’t know if this will result in any formal product for ads. My best guess is that the ads will not be fully unskippable. With YouTube, you can skip most video ads after they begin to play, so I can see Instagram rolling out a similar feature. Maybe making only a small portion unskippable will drive value for advertisers only after the user watches or skips a certain number of ads. We will have to watch the analytics to see the true effect. 

Testing Unskippable Ads

Instagram confirmed that it is testing unskippable ads. Users first noticed this feature and shared screenshots on social media. A Meta spokesperson said the company is always testing new formats to help advertisers.

Will this be too intrusive for the user, or will the user watch an ad and then continue scrolling their feed?

The Impact on User Experience

User Reactions

The introduction of unskippable ads has caused mixed reactions. Some users are frustrated and say they might stop using the app if the ads become permanent. Others are worried about how these ads will affect their overall experience.

As expected, the sentiment seems to be that most users are not happy that they will have to watch a full video ad that they may not be interested in without being able to click “Skip” and move on. 

Balancing Ads and User Experience

Instagram needs to balance ad revenue with user satisfaction. Unskippable ads could lead to higher brand engagement but might also annoy users. As I mentioned earlier in this article, the better option for Meta might be only to make a certain number of ads unskippable and only after the user has skipped over watching a set number of video ads first.

The Implications for Brands and Advertisers

Increased Ad Engagement

Unskippable ads can lead to higher engagement since users must watch the whole ad. This can be good for advertisers who want to increase brand awareness and drive sales but this can also throw off our analytics. Keep reading for more on this. 

Targeting and Personalization

Instagram’s advanced targeting tools let advertisers reach specific audiences.

NoteL Using data on user behavior and preferences, we can create personalized ads that connect with our target audience.

AI will make ads more personal and targeted, which will cause more users to view ads.

AI will help give the user a much better and more enjoyable experience while adding value by serving the viewer with products or services that actually interest them. This precise targeting and personalization will make the ads better for the viewer and for the brand. 

Impact on Analytics with Video Ads on Instagram

Top digital marketing and advertising executives will immediately consider how this will impact their analytics when testing out unskippable ads. 

If users are forced to watch video ads to completion even though they may not be interested in the product or service, you have to wonder how much this will throw off the numbers. We will now have to adjust our key metrics on how long a video is viewed. 

We will always continue testing formats that can drive more traffic. So check back as we provide updates should this test by Instagram turn into a permanent feature. 

The Future of Social Media Advertising

The Rise of Video Ads

Introducing unskippable ads on Instagram is part of a bigger trend towards video ads. As video content grows, advertisers are spending more on video ads to grab users’ attention.

There is no doubt that video ads drive value for companies and consumers. Video tends to stop users from scrolling for at least a few seconds or more, which is the goal of most marketers. However, the user experience is key, and users like the ability to keep browsing and not be forced to watch a full commercial. 

The Role of AI and Machine Learning

Artificial intelligence and machine learning are becoming more important in social media advertising. The ability to create videos from text is improving every month. With AI, the ability to create video ads faster and cheaper will allow marketers to test and learn with a lot more data.  We will soon know the effects on our client’s ROI, whether the ad is skippable or not in the user’s stream. 

These emerging technologies help us optimize campaigns, improve targeting, and deliver more relevant ads to users.

Creating Videos on Instagram

Reels Resolution and Size

• You can upload a reel with an aspect ratio between 1.91:1 and 9:16.
• Reels should have a minimum frame rate of 30 FPS (frames per second) and minimum resolution of 720 pixels.

Cover Photo Size

The recommended size for cover photos is 420px by 654px (or 1:1.55 ratio). Right now, you can’t edit your cover photo after you’ve uploaded it.

Source: Instagram

Instagram Stories

Instagram Story dimensions are 1080 PX by 1920 PX. That means the ideal image or video for Instagram Stories is 1080 PX wide and 1920 PX tall.

Use an aspect ratio of 9:16,

Source: Captions

Conclusion: Testing Unskippable Ads on Instagram

Introducing unskippable ads on Instagram is a big change in social media advertising for instagram. While the feature is still being tested, it could change how advertisers engage with users on the platform. We will have to see the impact on analytics and thus results. Will this lead to increased ROAS?

As Instagram continues to evolve, it will be interesting to see how this new ad format affects user experience and the digital advertising landscape.

Reddit’s Strategic Leap in Digital Marketing

by George Iacovacci | May 10, 2024 | Digital Scoop

In a discussion with CNBC’s Jim Cramer, Reddit CEO Steve Huffman unveiled insights that are pivotal for understanding Reddit’s recent financial success and serve as a blueprint for businesses aiming to enhance their digital marketing strategies.

Following its impressive first-quarter earnings report, Reddit has demonstrated that it is more than just a social media platform; it is a thriving marketplace of ideas and a hub for consumer-company interaction from which many businesses could learn.

The Natural Intersection of Community and Commerce

Reddit’s unique structure of community-based forums, or “subreddits,” caters to virtually every interest and hobby imaginable. From the latest in tech innovations to the simplest of cooking tips, these communities are buzzing hubs of discussion and engagement.

Steve Huffman emphasizes that this diversity is not incidental but central to Reddit’s commercial strategy. “Reddit,” Huffman notes, “is inherently commercial in a maybe non-obvious way. People are not just discussing their passions but are also actively seeking advice on what products to buy, which services to use, and how to optimize their lifestyles.”

This organic mesh of discussions and commercial intent is fertile for advertisers. By integrating into these communities, companies can connect with highly engaged groups that are already discussing related products or services.

This is a gold mine for digital marketing strategies aimed at boosting relevance and reducing the intrusiveness of ads.

Beating Expectations and Setting Trends

Reddit’s first-quarter earnings were a revelation to many. The company not only exceeded Wall Street’s revenue expectations but also achieved a 15% increase in share value post-announcement.

The platform reported a staggering $222.7 million in ad revenue, outpacing many of its competitors. This success is a testament to Reddit’s effective engagement with both emerging and established demographics.

The platform has mastered the art of attracting ’emerging adults,’ young users in their late teens, and retaining them as they mature into more financially potent demographics.

This ability to ‘age with users’ allows Reddit to maintain long-term relationships, providing advertisers with sustained access to consumers through various life stages.

A Template for Sustainable Digital Engagement

For CEOs, CMOs, and digital marketing professionals, Reddit’s strategy offers multiple lessons:

Conclusion

As Reddit continues to grow and refine its approach to integrating commercial activities within its user communities, it presents a compelling case study for other platforms and businesses aiming to enhance their digital marketing efficacy.

In an era where consumers value authenticity and engagement over intrusive advertising, Reddit’s model of building deep, interest-based connections offers a roadmap to success in digital marketing and beyond.

For businesses looking to stay ahead, adopting a Reddit-like focus on community engagement, supported by smart, AI-driven analytics, could well be the key to capturing and sustaining consumer interest in the competitive digital marketplace. Whether it’s through content marketing services, social media advertising, or comprehensive digital strategy consulting, the goal remains the same: forge connections that convert, engage deeply, and grow smartly.