Instagram is experimenting with skippable ads inside its Reels feed, allowing users to bypass certain advertisements after a few seconds, Meta confirmed to the media ADWEEK.
Inspired by YouTube’s ad model
In the placements spotted over the past month, a countdown timer appeared in the top-right corner of the screen to indicate an incoming ad. The timer was followed by a video ad featuring a “skip” button, which users could tap to return directly to the start of the Reel.
The format closely mirrors YouTube’s skippable in-stream ads, which let viewers skip video ads after a short period.
Limited test — no revenue share with creators
A Meta reportadly spokesperson said the limited test aims to determine whether skippable ads help users discover more businesses on the platform. The company added that it won’t share ad revenue with creators during this phase, unlike YouTube’s partner program. Meta declined to specify how long the test will run.
Monetization vs. user experience
The move highlights Meta’s effort to increase monetization within Reels while maintaining a balance with user experience. Instagram already runs sponsored posts and non-skippable “ad breaks”, introduced in 2024.
Advertisers, meanwhile, are boosting social media budgets. According to Gartner’s 2025 CMO Spend Survey, marketers now allocate an average of 30.6% of total budgets to paid media, up 10% year-over-year. Social platforms remain the second-largest digital ad channel by spend.
“Instagram has a higher purchase intent as a platform compared to Facebook and YouTube,” said Greg Carlucci, Senior Director and Analyst at Gartner. “Any ad format that tests user behavior will help refine how social commerce and ad experiences align with customer preferences.”
While non-skippable ads typically command a premium for guaranteeing full views, Carlucci noted that skippable formats could give Meta new engagement insights without oversaturating users — even if they don’t immediately generate higher ad revenues.
