Instagram has officially introduced “trial reels,” a feature designed to let creators experiment with new video content without displaying it to their followers. Initially tested in May, this new tool allows creators to gauge the performance of innovative ideas without worrying about follower reactions. Instead, trial reels are shown to non-followers, giving creators the option to later share successful content with their established audience.
This feature positions Instagram ahead of competitors like TikTok, which does not currently offer a comparable content-testing option. Instagram’s VP and Head of Product Management, Ashley Alexander, explained that the goal is to help creators explore new formats, genres, or topics without the pressure of maintaining consistency with their usual content style.
Creators often hesitate to branch out because of concerns about alienating their audience, Alexander noted. For instance, a fashion creator considering a foray into music might feel uneasy about how their followers would respond to such a pivot. Trial reels address this challenge by providing a safe space for creative experimentation.
To use the feature, creators can toggle the “Trial” option when posting a reel. These trial videos will only be visible to non-followers and won’t appear on the creator’s main profile grid or reels tab. A sample reel can still be watched by followers, though, provided it is shared with them directly. After 24 hours, creators can review engagement metrics such as views, likes, comments, and shares. Based on the results, they can decide whether to archive the reel or publish it for their followers.
The global rollout of this feature is happening over the next few weeks for all professional accounts on Instagram. By allowing creators to test content, Instagram aims to alleviate the stress of maintaining a polished profile, enabling creators to confidently experiment without risking their follower count or brand collaborations.
Alexander emphasized that creativity thrives when creators feel free from the fear of failure or backlash. Instagram’s mission is to be a platform where creators can take bold risks and be celebrated for their successes. Alongside trial reels, Instagram plans to continue introducing creator-centric tools that help users refine their content, expand their reach, and identify what resonates with audiences.
