Starting this week, Instagram has begun testing out a new feature on select user’s accounts where back-to-back ads will show up while scrolling through the Stories portion of the app.

This according to AdWeek (paywall), with the publication recently speaking to Facebook (which owns Instagram) about its plan to increase the amount of ads that are served on the social media platform.

It’s already been well documented how reliant Facebook is on advertising, with it also serving as a successful avenue for brands too, and now Instagram appears to be heading in that direction.

Added to this is a report from The Information (paywall) where Facebook is said to be putting pressure on Instagram to up the number of ads it serves.

Curiously Facebook tells AdWeek that the back-to-back experiment is designed to see if it would somehow result in a smoother experience for users, although how that would even be possible is unclear. If user satisfaction is indeed the point of this experiment, it should not last very long, as advertising is a bane for any social media user.

What is more intriguing though, is the potential implication this could have for influencers on Instagram, many of whom rely on brand sponsorships for the majority of their income. As such, should Instagram now be looking to offer brands more ad space on its platform, it could result in less money being pushed the way of influencers.

Either way it looks like we’ll be getting more advertising on Instagram Stories in future.