Instagram is experimenting with a new video ad format that forces users to view ads before continuing to scroll through their main feed. This controversial approach, exemplified in a video shared by photographer Dan Levy, features a timer at the bottom of the ad, preventing users from scrolling past it until the timer runs out.

How Do These Ads Work?

Instagram’s explanation is straightforward: users must watch the ad in its entirety before they can resume scrolling. Essentially, these are unskippable video ads, much like those found on YouTube, which have long been a source of frustration for users. The main criticism of unskippable ads is their disruptive nature, especially when users are not interested in the promoted content.

The Issue with Digital Ad Targeting

Ideally, digital ad targeting should be advanced enough to ensure that ads are relevant to users. However, the reality is that it’s impossible to perfectly match ads with user interests every time. As a result, users frequently encounter irrelevant promotions, particularly from large brands, which can be irritating.

Brand Benefits vs. User Experience

From a brand perspective, the benefits of unskippable ads are clear. They guarantee exposure and timed placement, making them attractive for advertisers. However, from a user experience standpoint, the reception is far less positive. The forced viewing of ads disrupts the seamless flow of content, leading to user dissatisfaction.

Instagram’s Motivation

So why would Instagram introduce such a potentially unpopular feature? The answer lies in the current composition of the Instagram feed. With half of the main feed now filled with AI-recommended content from profiles users don’t follow, predominantly short-form Reels video clips, there is a prime opportunity for Meta to insert more promotions. Users may be less offended by ads within a stream that already consists of content from unfamiliar profiles.

The Risks Involved

However, the scroll-stopping nature of these ads is concerning. YouTube’s unskippable ads have driven many users to adopt ad blockers. In response, YouTube has had to implement measures to combat ad blocker usage. The key issue is that users dislike being forced to view promotions, which disrupts their browsing experience. If Instagram’s unskippable ads prove effective for advertisers, they could enhance Meta’s ad business. Yet, this approach could also lead to significant user backlash, making it a risky proposition.

TikTok’s Initiative: A US-Exclusive Feed Algorithm

TikTok faces a critical juncture as it seeks to remain operational in the U.S. amidst national security concerns. After the U.S. Senate voted to force TikTok into U.S. ownership or face a national ban, TikTok’s parent company ByteDance has been working on an alternative feed algorithm exclusive to its 170 million U.S. users.

Project Texas and Algorithm Replication

The alternative feed algorithm, part of TikTok’s “Project Texas” initiative, aims to create a version of TikTok that operates independently of its Chinese parent company. While replicating TikTok’s sophisticated algorithm might seem challenging, it represents a potential solution to appease U.S. lawmakers. However, selling TikTok along with its proprietary algorithms to a U.S. company could also raise new concerns among U.S. authorities.

TikTok’s Summer of Sports Guide: Maximizing Event Engagement

With the upcoming Olympics and UEFA Euro 2024, TikTok has released a comprehensive “Summer of Sports” guide for marketers. This 19-page document provides strategies for leveraging major sporting events to boost brand engagement.

CommunityToks and Audience Connection

TikTok emphasizes the importance of CommunityToks, niche communities that gather around specific interests. By tapping into these communities, brands can foster deeper connections with their audience. The guide suggests staying within expected brand communities while also exploring new ones to broaden reach and cultural resonance.

Key Content and Engagement Strategies

The guide outlines key events of interest, based on previous Olympics viewership, and provides insights into what TikTok users want to see. Highlights and clips of events, behind-the-scenes moments with athletes, and exclusive content not available on other platforms are particularly popular.

For brands, TikTok recommends creating TikTok-first ads and leveraging tools like TikTok Creator Marketplace and CapCut to produce engaging content. Additionally, the guide includes a calendar of key activation dates and specific tips for structuring campaigns around sports viewers.

Conclusion

Navigating the evolving content landscape of social media platforms like Instagram and TikTok requires a nuanced understanding of user behaviors and preferences. While unskippable ads on Instagram may benefit brands, they risk alienating users. Meanwhile, TikTok’s initiatives to comply with U.S. regulations and its strategic guidance for leveraging major sporting events highlight the platform’s adaptability and commitment to user engagement. For tech-savvy readers, these developments underscore the dynamic interplay between user experience, regulatory compliance, and innovative marketing strategies in the digital age.