Instagram rolls out ‘Trial Reels’ to let creators test content

New Delhi: Instagram has introduced a new feature called Trial Reels, to give creators the ability to test how their video content performs with non-followers before deciding whether to publish it more widely. The update, which was first piloted in December 2024, is now being rolled out globally to eligible accounts.

The feature allows users to share a Reel in a limited format, visible only to people who do not follow their account. According to the platform, this approach is intended to offer a more objective assessment of how well the content resonates, without the influence of an existing follower base.

Instagram said it is introducing trial reels as a new way for creators to test content and understand what performs well, by allowing them to share reels with people who do not follow them. The feature is designed for those who want to experiment with new ideas without worrying about how their existing followers might react. According to the platform, trial reels offer creators the freedom to push their creativity further while also helping remove the uncertainty around how their content could perform.

Unlike standard Reels, Trial Reels do not appear in a user’s Feed, Reels tab or profile unless they choose to make the post public. Viewers can still encounter Trial Reels through features such as shared audio, location tags or direct messages, though Instagram notes that visibility remains limited.

The update responds to feedback from creators who have expressed concern about how experimental content might be received by their regular audience. Instagram stated, “We often hear from creators that they feel nervous about posting too much to their audience or trying out new content that's outside their niche on Instagram, for fear of it not resonating with their followers.”

Trial Reels allow creators to test content formats, topics or stylistic changes without the pressure of public scrutiny. If a Trial Reel performs well based on early engagement, including views, likes, comments and shares, the creator can either manually publish it to their full audience or opt into an automatic publishing setting that will trigger after Instagram’s systems detect strong performance within 72 hours.

As Instagram explained, trial reels are shown to non-followers first, giving creators an opportunity to test new genres, storytelling formats, or topics with a wider audience. This approach allows them to get an early sense of how their content might perform without immediate exposure to their follower base. If a creator is satisfied with the trial reel’s performance, they can choose to share it with their followers manually or opt to have it shared automatically.

One creator involved in the early testing phase, @brookemonk, commented on the experience,  “Trial Reels have been a game-changer for me. They've allowed me to experiment with content in a way that feels low-pressure, and I've seen them help me reach new audiences I might not have connected with otherwise. It's exciting to try out ideas and see what resonates, it's like having a creative playground for my brand!”

To use the feature, creators need to have a public account with at least 1,000 followers. The option to mark a Reel as a trial appears during the normal publishing process, with the post remaining hidden from the user’s main profile and followers unless promoted.

Instagram also allows users to track the performance of their Trial Reels approximately 24 hours after posting, with metrics accessible via the Reels viewer. The insights include engagement data and comparisons with previously tested Reels.