Instagram Trial Reels: Testing New Content Privately

Instagram Launches “Trial Reels” for Content Experimentation

Instagram is now officially releasing “trial reels,” providing content creators with a novel method for assessing new video content before it reaches their established follower base.

This functionality, initially tested in May, empowers creators to explore innovative concepts and gauge performance metrics without the concern of immediate follower reaction.

How Trial Reels Function

Trial reels are exclusively presented to users who do not currently follow the creator.

If a creator is satisfied with the initial performance data, they retain the option to subsequently share the reel with their followers.

This feature potentially positions Instagram favorably against TikTok, which currently lacks a comparable mechanism for content experimentation.

Addressing Creator Concerns

According to Ashley Alexander, VP and Head of Product Management at Instagram, the primary objective of this feature is to alleviate pressure on creators.

It allows them to venture into new genres, explore different storytelling approaches, or address new topics without fear of negatively impacting their existing audience.

Instagram has observed that creators can be hesitant to deviate from established content themes due to concerns about alienating their followers.

For example, a fashion creator might be reluctant to explore a music career, fearing that their audience, accustomed to outfit posts, may not respond positively to singing videos.

Utilizing the Trial Feature

Creators can designate a reel as a “trial” by activating the corresponding toggle after its creation.

The reel will then be distributed to non-followers and will not be visible on the creator’s primary profile grid or reels tab.

It’s important to note that a follower could still view a trial reel if it is directly shared with them by another user.

Performance Analysis and Sharing

After a 24-hour period, creators can access detailed analytics, including view counts, likes, comments, and shares.

Based on this data, they can choose to archive the reel or publish it to their profile for wider distribution to their followers.

The rollout of this new feature is occurring globally to all users with Instagram professional accounts over the coming weeks.

Benefits for Creators

Trial reels represent a valuable addition for creators, many of whom view their Instagram profile as a professional representation of their brand.

This perception often creates significant pressure regarding the content they publish.

The new feature enables them to test content and ensure that only their most refined work is displayed, minimizing the risk of losing followers or jeopardizing brand partnerships.

Fostering Creativity and Innovation

“Creatives possess a wealth of ideas, and one of the most detrimental factors to creativity is the feeling of pressure or the fear of negative consequences for taking risks,” Alexander explained.

“We want Instagram to be a platform where creators can freely explore their boldest creative concepts and be rewarded for their successes.”

Instagram’s Competitive Strategy

Alexander stated that Instagram’s overarching goal is to remain at the forefront of innovation within the social media landscape.

The platform aims to empower creators with insights into optimizing their content and expanding their reach by identifying what resonates with audiences and what does not.

This will be achieved through both trial reels and the development of future creator-centric features.