Just like Snapchat, Instagram will sometimes add a 5-second photo or 15-second video ad in between stories when a user watches more than one in a row. The video ads in particular are set to autoplay with audio. The good news: each ad can be skipped by swiping on it, according to TechCrunch.
Instagram said it will begin testing the ads over the coming weeks with over 30 global brands, such as Airbnb, Capital One, Buick, Nike, Netflix, and Qantas. In the future, the company said the ads may be tappable, enabling users to proceed to an advertiser's website to purchase a product or learn more information.
Instagram Stories enables users to share personalized photos and videos with their followers that disappear after 24 hours.