Meta is experimenting with a new ad format on Instagram Reels that allows users to skip ads, Adweek reports. According to the report, in this limited test, users can tap a “skip” button that takes them back to the start of their Reel after seeing an ad. A small countdown timer appears in the top-right corner before the ad begins, signaling that a sponsored clip is about to play.

A Meta spokesperson told Adweek that the goal of this test is to understand whether skippable ads can help users “discover businesses” without disrupting their viewing experience. The company also confirmed that it currently has no plans to share revenue from these ads with creators.

Competing with YouTube and TikTok

Instagram’s new format is similar to the skippable ad models already used by YouTube Shorts and TikTok. YouTube Shorts has skippable ads that viewers can swipe away by swiping up or down on the screen. These ads appear randomly between organic Shorts videos in the feed. TikTok’s “For You” feed includes ads up to 60 seconds long that users can skip, like, or share.

Why Reels are central to Meta’s ad strategy

Reels have become one of Instagram’s biggest engagement drivers. Meta said that Reels account for over 50% of all the time users spend on Instagram, outpacing other features like Stories and the main feed.

As user behavior shifts toward quick, scrollable video content, Meta has been testing various ad formats across Reels to strengthen its video business. Last year, the company introduced “ad breaks” between Reels that users could not skip.

The timing also aligns with reports that Meta plans to create a standalone app for Reels. Such a move would put Instagram Reels in more direct competition with TikTok and YouTube Shorts by positioning it as a full-screen, scroll-first video platform.

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