Instagram has launched a new feature called trial reels, designed to help content creators experiment with fresh ideas by showing their content to non-followers first.
This feature allows creators to gauge audience reactions and gather engagement data before deciding whether to share the content with their existing followers.
The move is aimed at giving creators a safe space to innovate and test new formats without risking engagement from their established follower base.
View this post on InstagramA post shared by Adam Mosseri (@mosseri)
Trial reels are experimental reels that Instagram showcases exclusively to non-followers. These reels do not appear on a creator’s main profile grid, reels tab, or in the feeds of their followers unless the creator chooses to share them later.
The purpose of this feature is to help creators test new ideas, genres, and storytelling formats to determine how well they resonate with a broader audience. By limiting exposure initially, Instagram ensures creators have the freedom to try something new without the fear of alienating their loyal followers.
Creators can track the performance of these reels approximately 24 hours after publishing, with engagement metrics such as views, likes, comments, and shares. Insights also include a comparison with the performance of previous trial reels, providing a comprehensive analysis of their success.
To create a trial reel, creators follow the usual process of making a reel. However, before publishing, they need to toggle the "Trial" option. Once shared, these reels remain hidden from the creator's main grid and reels tab but may still be visible in other contexts. For example, a non-follower might share the trial reel via direct messages or it could appear on pages displaying reels with the same audio, location, or filter.
Image: META
Approximately 24 hours after publishing, Instagram provides engagement metrics that allow creators to evaluate how the trial reel is performing. Creators can decide whether to share it with their followers or let Instagram automatically publish it if the engagement reaches a pre-set threshold within 72 hours.
Image: META
Instagram says this feature responds to feedback from creators who often feel restricted by their niche or nervous about posting too much content.
“We often hear from creators that they feel nervous about posting too much to their audience or trying out new content that’s outside of their niche on Instagram, for fear of it not resonating with their followers,” the company said in its announcement.
Trial reels are designed to eliminate that hesitation by allowing creators to test new ideas without immediate judgment from their existing followers. Creators can explore new formats, storytelling methods, and topics with confidence, knowing that unsuccessful experiments won’t impact their primary audience.
Instagram began testing trial reels earlier this year and has refined the feature based on user feedback. Early testers have reported that trial reels allowed them to successfully explore fresh ideas and connect with new audiences.
The feature starts rolling out globally today and will be available to all eligible creators in the coming weeks. Creators can activate trial reels through the toggle option during the publishing process and find more information on eligibility through Instagram’s Help Centre.
Instagram hopes trial reels will encourage creators to innovate and grow their audiences. By removing the risks associated with experimenting, the platform provides a supportive environment for creators to push their boundaries.
Once trial reels prove successful, they can easily be shared with a broader audience. This feature could mark a significant shift in how creators approach content on Instagram, allowing them to focus on originality and audience expansion without worrying about immediate repercussions.
Previously it was announced Instagram is rolling out a new feature that allows users to schedule direct messages (DMs) for a future date and time. The feature is currently available to a limited number of Android users, marking a step forward in making communication more efficient and customisable on the platform.
The scheduling option enables users to set a specific time for their messages to be delivered. This is particularly useful for planning birthday greetings, professional messages, or other time-sensitive communications.
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