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Instagram is testing “trial reels” that won't be visible to creators' followers

TechBrunchBy TechBrunchMay 31, 20243 Mins Read
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Instagram is testing a way for creators to try out Reels without any obligation to display it on their profiles, which could give the social network an edge over TikTok and give creators a way to test new content without the pressure to perform.

The company began global testing of the new “Trial Reels” feature this week, which aims to help creators explore different types of content and be more creative by publishing reels that aren't visible to their followers. When you post a reel using this feature, Instagram will share analytics with creators about the performance of their reel, including views, likes, comments, and shares. Based on these insights, creators can choose to share their reel with their followers or archive it.

The feature, which has seen some creators see it in action, grows out of a previous test called “experimental mode” that was first spotted by reverse engineer Alessandro Paluzzi back in April. Like these new trial reels, experimental mode also allows creators to post reels that are only visible to non-followers.

According to a screenshot posted by Paluzzi, Instagram said that while Reels won't appear on people's profiles, their followers will be able to see them if someone shares them directly. It also said that Reels will be archived after 24 hours if the creator chooses not to make them public.

However, in current tests, Instagram is trying out different iterations of the feature that may vary in the length of time before Reels are archived, and based on these learnings, the final version of the feature, assuming it rolls out to the public, may still be subject to change.

Instagram declined to comment on the test.

“We're always looking at different ways for creators to express themselves on Instagram, but don't have anything to reveal publicly at this time,” a Meta spokesperson said.

The social network is developing the feature as creators say the app's algorithms have hurt their reach, leading to complaints. Trial Reels could help creators gain more followers by giving them more room to experiment with what works and what doesn't.

This can be useful because many creators today feel that Instagram is their calling card, which puts pressure on them to publish: they want to publish only the most polished content, to avoid the risk of losing followers.

The Trial Reels feature is being tested globally with select creators with Professional accounts, and access to the feature will not be restricted based on follower count or other metrics.



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