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With the new test reel feature, Instagram offers a way to first show content to a non-follower audience before it is published regularly. The feature was introduced to give creators more room to experiment creatively — without losing existing audiences or having a negative impact on the algorithm.
In this post, we'll take a closer look at how this new tool works, benefits, and uses.
Trial reels - also known as test reels - are Instagram reels that are shown exclusively to a test audience for a limited period of time. In concrete terms, this means that they are only played to users who have not yet followed the account. They are not visible to followers in their own profile, in the Reels tab or in their feed. Only the creator sees the reel in the dashboard as a test version.
After around 24 hours, Instagram provides initial performance data, including views, interactions and comparative values for previous test reels. The aim is to provide creators and brands with a data-based basis for decision-making as to whether and when a reel should be published regularly.
A central element of the test reels is the distribution to a relevant target group. These are not randomly selected Instagram users, but specifically people who are interested in similar content but do not yet follow the created account.
This creates targeted reach outside of one's own community, but within the thematic environment. For creators and brands, this means that test reels are not only a tool to try out, but also a way to target new target groups without overwhelming the existing community or having a negative impact on the algorithm.
After creating a reel, the feature can be activated via a switch before posting. After publication, the test phase starts, during which the reel is only shown to new, potentially interested users.
Depending on performance — measured within the first 72 hours — the reel can either be published manually for everyone or automatically added to the regular feed.
Es richtet sich damit klar an professionelle Content-Ersteller:innen, Creator und Marken mit strategischem Fokus.
We help you utilize the full potential of your creator or business account — from strategic planning to successful implementation. Whether it's content ideas, reel strategy or data-based optimization: We take your reach and interaction to the next level.
Trial Reels offer an effective way to test content specifically and without risk. They make it possible to try out new topics, styles or formats without directly involving the existing audience of followers. This creates more creative freedom and provides valuable insights into performance among new target groups.
With Trial Reels, Instagram provides an exciting tool for content strategies. If you regularly test new formats, expand your audience or want to focus on viral content, you can use this feature specifically for growth and optimization - without the risk of having a negative impact on your own profile or follower loyalty.
Trial Reels are a new, strategically valuable aspect of Instagram marketing, especially for creators, brands and agencies like us.
Trial Reels give you the chance to test content in advance, reach new target groups and decide what really performs based on data. In our consultation, you'll learn how to strategically integrate the feature into your content plan — for more reach, better insights and sustainable growth.
Start now with a tailored reel strategy that really reaches your target group. We develop creative formats, test specifically in a trial phase and optimize your content based on data — for greater reach, interaction and brand recognition.
