Instagram launches "trial reels" that aren't visible to a creator's fan base

 Instagram has officially introduced “trial reels,” a feature designed to help creators test new content by publishing videos that are not visible to their followers. Initially launched as a test in May, trial reels let creators experiment with different ideas and gauge performance without worrying about their followers' reactions.

These reels are shown only to non-followers, and creators can choose to share the content with their audience if they are satisfied with its performance. The feature aims to give Instagram an edge over TikTok, which lacks a similar testing option.

Ashley Alexander, Instagram's VP and Head of Product Management, explained to TechCrunch that the feature addresses creators' concerns about experimenting with new content types. Many creators hesitate to try new formats or topics due to fears of alienating their established follower base. For example, a fashion influencer who wants to venture into music might avoid posting singing videos, worried about how their followers accustomed to fashion content might react.

Creators can enable the "Trial" option when publishing a reel. These trial reels appear only to non-followers and do not show up on the creator’s main profile grid or reels tab. However, followers could still view a trial reel if someone shares it with them directly.

After 24 hours, creators can review metrics such as views, likes, comments, and shares to decide whether to archive the reel or share it with their followers. This feature allows creators to maintain a polished and curated profile while experimenting with fresh ideas, reducing the pressure to consistently deliver high-quality content to avoid losing followers or brand partnerships.

Alexander highlighted that creativity thrives in environments free from pressure or fear of failure. Instagram’s goal is to foster a space where creators can take bold creative risks and receive recognition for successful innovations.

By introducing trial reels, Instagram seeks to stay ahead of competitors while helping creators refine their content strategies and reach broader audiences. The company plans to build on this approach with additional creator-focused features in the future.