Instagram is testing a way for creators to experiment with Reels without committing to displaying them on their profiles, giving the social network a potential advantage over TikTok and a way for creators to test new content without performance pressure.
The company this week began global testing of this new “trial reels” feature which aims to give creators a way to explore different types of content or be more creative, by publishing reels that don’t appear to their subscribers. After posting a Reel using this feature, Instagram will share information about the Reel’s performance with the creator, including things like plays, likes, comments, and shares. Based on this information, the creator could then choose to share their reel with their subscribers or archive it.
The feature, which has been spotted among some creators, evolved from an earlier test of something called “Experience Mode,” which was first discovered by reverse engineer Alessandro Paluzzi in April. Similar to these new Test Reels, Experience Mode also allowed creators to release Reels that would only be shown to non-subscribers.
In a screenshot posted by Paluzzi, Instagram noted that while the Reel won’t be visible on their profile, followers will still be able to see it if someone shares it directly with them. It also notes that the reel will be archived after 24 hours if the creator chooses not to share it publicly.
However, in current testing, Instagram is experimenting with various iterations of the feature which may include different lengths of time before the Reel is archived. Based on these learnings, the final version of the feature – assuming it launches publicly – could still change.
Instagram declined to comment on the tests.
“We’re always exploring different ways for creators to express themselves on Instagram, but nothing to share yet,” a Meta spokesperson told us.
The social network is developing this feature because creators said their reach was negatively affected by the app’s algorithm, leading to complaints. Test reels could potentially help these creators build a larger audience by giving them the opportunity to experiment with what works and what doesn’t.
This could be helpful since many creators today feel like their Instagram is like their business card, which adds pressure around posting. They only want to highlight their most successful content so as not to risk losing subscribers.
Test Reels are tested globally with select creators who have a professional account and access to the feature is not limited by subscriber count or other metrics.
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