“We're always testing formats that can drive value for advertisers,” a Meta spokesperson confirmed in a statement. “As we test and learn, we will provide updates should this test result in any formal product changes.”Currently, only some users can see this feature, according to posts on X and Reddit, but Meta said the feature could become a permanent addition to the app.Over the past few years, Instagram has experimented with new features. Reels for short-form videos in a TikTok-like fashion, and Threads for competing with X. And now, the social media giant may be taking a page out of YouTube's book, with its new ad format.According to social media posts from users who have been served the new unskippable ads, they see a small counter at the bottom of their screen that says “ad break.”The change could potentially benefit the app, as in 2023, Instagram, with an engagement growth rate of 9% beat TikTok’s 8%.