Instagram is rolling out “Trial Reels,” a new feature that enables creators to test video content with non-followers before sharing it with their established audience.

The feature allows creators with professional accounts to publish reels initially visible only to users who don’t follow them. After a 24-hour evaluation, creators can review metrics, including views, likes, comments, and shares, before deciding whether to archive or share the content with their followers. 

To use the feature, creators can select a “Trial” toggle option after creating a reel. While the content won’t appear on their profile’s main grid or Reels tab during the trial period, followers may still encounter the content if it’s shared directly with them. The global release follows a testing phase that began in May 2024.

“We’re introducing trial reels to depressurize the experience of sharing reels and help people understand how content might perform before sharing it widely,” Instagram Head Adam Mosseri announced on Instagram.

Instagram VP & Head of Product Management Ashley Alexander told TechCrunch that the feature addresses creator concerns about audience retention when experimenting with new content formats. 

“We heard from creators that they just don’t always feel comfortable or they’re reluctant to experiment with different types of content because they’ve built up a follower base and want to make sure they don’t alienate it,” Alexander says.

TechCrunch noted that the launch represents a potential competitive advantage for Instagram over TikTok, which currently lacks a similar testing feature.

Instagram plans to complement “Trial Reels” with additional creator-focused features that help users understand and improve their content performance.

According to Alexander, the feature supports Instagram’s broader goal of fostering creativity on the platform. “Creatives have lots of ideas, and one of the worst things that can kill creativity is feeling pressure or like there’s repercussions for taking chances,” she says. “Instagram should be a place where you can take all your bold creative chances and be rewarded when they pan out.”