Instagram will allow creators to test experimental Reels on random users.

Instagram is introducing a new feature that allows creators to test their reel ideas with audiences outside of their followers before publishing them. These "trial reels" will initially be shown to people who do not follow the creator, providing data on engagement, such as views, likes, comments, and shares, approximately 24 hours after their publication. This information will help creators decide whether it is worth sharing the content with their followers.

The purpose of this tool is to give users the opportunity to experiment with new concepts and expand their audience without jeopardizing their existing follower base, which is especially helpful for creators who feel restricted to a specific type of content. Instagram will also provide analytics comparing the performance of these trials with the user's previous posts.

Creators will have the option to share the trial reel with their followers if the performance is satisfactory, or they can set it up so that Instagram automatically shares it if it receives a good number of views within the first 72 hours. "We often hear creators express their concerns about posting too much or trying content that strays from their usual niche, fearing it won't resonate with their followers," Instagram commented. "Now, if you want to test a new genre, storytelling format, or topic, you can get an early assessment of how your content might perform."

Trial reels are being rolled out starting today and will be available globally to all eligible creators in the coming weeks. This feature is activated via a "Trial" switch before publishing a regular reel and will appear alongside the user's drafts once it is live. Only the creator will be able to see that the reel is a trial, as it will not be displayed on their main grid or on the reels tab, nor in the feeds or reels tabs of their followers.