Instagram’s new Trial Reels feature, released before 2024 ended, promises to reshape how creators interact with their audiences. With content creators constantly navigating the pressure of staying relevant and engaging with followers, Trial Reels allows them to experiment without jeopardizing their reputation or alienating their existing audience.
This new feature is an opportunity for creators to explore fresh ideas, test new formats, and expand their reach in ways that were previously not possible. As Instagram continues to expand its features, including several exciting updates that cater to both creators and users, Trial Reels is just the latest addition to the platform’s ever-evolving toolkit.
What Are Trial Reels?
At its core, Trial Reels are an experimental feature designed to help creators test out content without immediately exposing it to their entire audience. Creators often fear trying new concepts or topics that don’t align with their established content style.
The potential backlash from their loyal followers or concerns about how the Instagram algorithm will react can create a stifling sense of restraint. Instagram’s solution to this dilemma is the Trial Reels feature.
When you create a Trial Reel, it will be shared exclusively with non-followers first. This gives you an opportunity to see how new content is received by a fresh, untapped audience before subjecting it to your current follower base.
The Reel will not show up on your main profile or in your followers' feeds until you choose to share it publicly. This means that you can experiment freely without worrying about your audience's immediate judgment.
Source: creators.instagram.com
Creators receive engagement metrics (such as views, likes, comments, and shares) after about 24 hours. Based on these early insights, you can decide whether you want to share the Reel with your followers or let it disappear into the archives.
If the Reel performs well and you feel confident about it, you can either post it manually or set it to automatically share after meeting specific engagement thresholds within the first 72 hours.
The Freedom to Experiment: Benefits for Creators
One of the biggest challenges the top creators face on platforms like Instagram is the pressure to consistently produce content that aligns with their brand and resonates with their existing followers. Stepping outside the box or experimenting with something new can be a daunting prospect. The risk of alienating your audience by straying too far from your niche is a very real concern.
With Trial Reels, Instagram addresses this issue directly. Creators can experiment with new content ideas, genres, or even storytelling formats without worrying about the immediate impact on their follower count. The freedom to test content in a low-risk environment is a game-changer for many creators who feel constrained by the expectations of their audience.
For instance, if you’re a fitness influencer and want to try your hand at lifestyle content or product reviews, you can test those ideas with non-followers first to gauge interest. If the content performs well, it can be shared with your followers for broader exposure. This low-pressure environment fosters creativity, enabling creators to take risks and think outside the box.
Take creator @brookemonk’s feedback as an example. She says,
“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.”
Brooke’s experience highlights one of the key benefits of this feature: it provides creators the opportunity to experiment and reach new audiences without fear of damaging their personal brand or existing community.
Another creator, Charles Rankin (@pix.bychaz), further reinforces this notion, calling the new Trial Reels a ‘Cheat Code’.
The ability to see detailed engagement metrics after 24 hours also helps creators make data-driven decisions. If a Trial Reel is performing well, they can confidently share it with their followers, knowing that it has already connected with a wider audience. This level of insight into how content performs in real-time can be invaluable for creators aiming to fine-tune their content strategy.
Reaching New Audiences and Improving User Experience
While Trial Reels primarily serve creators, they also have the potential to significantly enhance the user experience on Instagram. Traditionally, Instagram has favored content that appeals to followers—those who are already invested in the creator’s work. However, Trial Reels are shared first with non-followers, meaning that the audience that sees the content initially is fresh and unaligned with any preconceived notions.
This gives creators an opportunity to expand their reach. For example, if a creator who typically posts beauty tutorials shares a Trial Reel on a more personal or travel-focused topic, it could reach non-followers who might not normally engage with beauty content. By targeting this new group of viewers, creators can test how their content resonates with people outside their usual bubble. Reaching non-followers can potentially help them tap into new niche audiences, ultimately increasing their exposure and followers.
However, followers aren’t entirely shut off from these Trial Reels. While they won’t see the content in their feeds or on the main profile grid, they could still encounter the content if a non-follower shares the Reel through a direct message, or if the Reel shows up in a search based on the audio, location, or filter used.
This creates a dual-layered experience where followers remain engaged but aren’t overwhelmed with experimental content, while non-followers get a chance to see something new and exciting.
How It Impacts Creators, Brands, and Instagram's Strategy
From a business perspective, Trial Reels hold significant potential not just for individual creators but for brands as well. Meta’s Q4 2023 report states that users reshare Reels 3.5 billion times each day, making it one of the most important content formats for both creators and advertisers.
However, a Facebook report finds that over 200 billion Reels are played each day across Facebook and Instagram. The introduction of Trial Reels is likely to encourage diversification of content, which benefits both parties.
For creators, this means they can create content without the fear of alienating their current audience. For brands, this could mean a more innovative and diverse range of influencer partnerships, with creators feeling free to experiment and try fresh ideas that may resonate better with target audiences.
According to micro-influencer marketing platform Statusphere, 30.5% of brand content requests are specifically tailored for Reels, showcasing the growing importance of this format for influencer marketing. Furthermore, Reels posted by creators with more than 50k followers tend to have the highest reach, at around 67,000 users per posted Reel.
As Instagram continues to prioritize Reels as a primary content format, the Trial Reels feature aligns perfectly with its broader strategy to make Reels a focal point of engagement. By enabling creators to test content before committing to a full launch, Instagram hopes to reduce the risk of creators losing followers due to missteps, which could ultimately help retain and grow their creator base.
For brands using Instagram for influencer marketing, Trial Reels are an exciting development. They provide a unique opportunity to work with influencers who are more willing to try innovative approaches without worrying about their usual audience’s reaction.
This could open doors for more diverse influencer campaigns, where both creators and brands have a clearer understanding of what works.
How to Share Trial Reels on Instagram
Instagram makes it easy to experiment with new content through Trial Reels. Here’s how you can share your own Trial Reels and take full advantage of this feature:
- Create your Reel as usual using Instagram’s standard interface.
- Before posting, toggle the 'Trial' setting to designate the Reel as a Trial Reel.
- Once activated, the Trial Reel will appear in your drafts section, where only you can view it.
- After 24 hours, you’ll be able to view engagement metrics (such as views, likes, comments, and shares) to evaluate the performance of the Trial Reel.
If the Reel performs well, you can either manually share it with your followers or set it to automatically share with your followers once it reaches specific performance benchmarks, like a certain number of views.
Pro Tip
You must have a professional account to access this feature. While some creators may be part of ongoing testing, the feature is expected to be available globally for eligible creators soon.
The Future of Content Creation with Trial Reels
Instagram’s Trial Reels offer creators an exciting way to experiment with their content while minimizing the risks of alienating their followers. This feature not only helps creators test new ideas but also opens up opportunities to engage with new audiences.
As Instagram continues to prioritize short-form content as the dominant content format, Trial Reels are poised to become a crucial tool in a creator’s toolkit for growth and creativity. Whether you're testing a new genre or sharing a unique perspective, this feature enables creators to take risks without worrying about the immediate consequences.
For brands and influencers, this marks a new era of content experimentation and partnership possibilities. Trial Reels are a win for creators, audiences, and Instagram alike.
