Illustration by Kristen Radtke / The Verge
Instagram is allowing creators to test their reel ideas on new audiences before sharing them with followers. Trial reels will be shown to non-followers first, providing engagement data including views, likes, comments, and shares approximately 24 hours after publishing to help creators determine whether it’s worth sharing with people following their account.
The feature aims to help users try out new ideas and expand their audiences without negatively impacting their established following on the platform, which may be useful for creators who feel chained to a particular style of content. Instagram will provide insights that monitor how trials are performing compared to previous trials that the user has shared. Creators can then choose to share the trial reel with their followers if it’s performing well or set Instagram to automatically share it based on the views it receives within the first 72 hours.
“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,” Instagram said in its announcement. “Now, if you want to try out a new genre, storytelling format or topic, you can easily get a gut check on how your content might perform.”
Trial reels are rolling out starting today and will be globally available to “all eligible creators in the coming weeks,” according to Instagram. The feature is enabled via a “Trial” toggle before publishing a regular reel, and will appear alongside a user’s drafts once live. Only the creator can see that the reel is a trial, and it won’t appear on their main grid or reels tab, or in the feeds or reels tabs of their followers.