Instagram Tests YouTube-Style Skippable Ads but Isn’t Sharing Ad Revenue with Creators
Instagram is testing skippable ads on Reels again. These ads include a countdown timer in the top-right corner signaling when an ad is about to start. Once it does, viewers can tap “Skip” to return to the Reel.
Meta confirmed the limited test to AdWeek, saying it’s exploring whether the format helps users discover businesses. It also confirmed there are no plans to share ad revenue with creators during this tests.
Why it matters: Few users want more ads in their feed, but for Meta, this could drive additional revenue by giving advertisers more visibility on Reels, which now account for 50% of time spent in the app.
Creators have been pushing for revenue sharing, but Meta has leaned on other monetization features for creators. But, with CEO Mark Zuckerberg revealing that Reels are on track for an “annual run rate of over $50 billion,” this conversation is only going to get louder.
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