Instagram is rolling out Trial Reels, a new feature designed to help creators test content with non-followers before sharing it with their audience.

The Trial Reels feature allows marketers and creators to experiment with new ideas, formats, and storytelling techniques without worrying about how their core followers might react. If a Trial Reel performs well, you can then decide to share it with your followers—either manually or through an automated setting.

How it Works

When you decide to post a Reel as a trial, Instagram will only show your post to a selection of Instagram users—who don’t follow your profile. This targeted exposure provides early engagement data, letting you gauge a reel’s potential before committing to a full release.

24 hours after posting, you’ll gain access to engagement metrics such as views, likes, comments, and shares. Instagram also provides insights comparing the trial’s performance to your past trials.

If the content performs well, you can choose to share it with your full audience. Alternatively, you can pre-set an automation where Instagram will automatically share a high-performing reel with your followers after it meets specific benchmarks within 72 hours.

Notably, Trial Reels still retain some organic virality. For instance, they might appear in DMs if shared by others or surface on pages featuring reels. (This means that your followers still technically could see your Trial Reel, but it probably isn’t very likely.)

How to Use Trial Reels

The feature is currently only available with selected creators, but will be rolling out globally “in the coming weeks.” Once you have access, here’s how to give it a try:

1. Create a Reel as Usual: Easy!

2. Toggle the “Trial” Option: Before sharing, turn on the Trial toggle.

3. Monitor Performance: Check engagement metrics after 24 hours via the Reels viewer to see how it’s performing.

4. Decide the Next Step:

   • If the reel is performing well, you can:

     • Share it with everyone manually.

     • Use the automated option to release it to followers once Instagram’s algorithm flags it as a success.

   • If it flops, let it quietly fade away without impacting your core audience.

Why It Matters

This feature offers risk-free experimentation—a key to staying ahead in the social media game. Meta notes that fear of alienating followers can be a hinderance to creators, so this option allows a streamlined way to test out fresh ideas with a neutral audience.

The integration of performance metrics also encourages a data-driven decision making mindset. If used well, this may help marketers and creators to be more effective with long-term content planning.

While still rolling out globally, this tool is one that marketers should prepare to leverage as part of their content strategy. Trial Reels offer an innovative way to test the waters, refine your storytelling, and optimize audience engagement—all without risking your hard-earned follower trust.