Instagram is testing a feature called "trial reels" that allows creators to experiment with reels without committing to displaying them on their profiles. This move could give Instagram an edge over TikTok and provide creators with the opportunity to test new content without the pressure of performance.

The company has begun global tests of this new feature, which enables creators to explore different content types by publishing reels that are not visible to their followers. After posting a trial reel, Instagram will provide creators with insights about its performance, including metrics like plays, likes, comments, and shares. Creators can then decide whether to share the reel with their followers or archive it.

This feature has been observed among select creators and is an evolution of an earlier concept called “Experiment mode,” which was first revealed by reverse engineer Alessandro Paluzzi in April. Similar to the new trial reels, Experiment mode also allowed creators to post reels visible only to non-followers.

In a screenshot shared by Paluzzi, Instagram clarified that while the reel wouldn’t appear on the creator's profile, followers could still view it if someone shares it directly with them. The reel will be archived after 24 hours if the creator opts not to share it publicly.

Currently, Instagram is experimenting with various iterations of the trial reels feature, which may include different durations before archiving. This means that the final version of the feature—assuming it launches publicly—could still undergo changes. Creators involved in the test will receive a notification introducing them to the feature when they go to publish a reel.

Instagram declined to comment on the testing process, with a Meta spokesperson stating, “We’re always exploring different ways for creators to express themselves on Instagram, but nothing to share at the moment.”

The social network is developing the trial reels feature in response to creators expressing concerns that their reach has been negatively affected by the app's algorithm, leading to various complaints. This new feature could assist creators in building a larger following by allowing them the freedom to experiment with content to determine what resonates with their audience.

Many creators view their Instagram profiles as their business cards, which adds pressure to publish only their most polished content to avoid losing followers. Trial reels could alleviate some of this pressure by providing a space for experimentation.

Currently, trial reels are being tested globally with select creators who have professional accounts, and access to the feature is not restricted by the number of followers or other metrics.