Instagram is testing a way for creators to experiment with reels without committing to being featured on their profiles, giving the social network a potential advantage over TikTok and a way for creators to test new content without pressure to perform.
The company this week began global testing of this new “test reels” feature that aims to give creators a way to explore different types of content or be more creative by posting reels that aren’t shown to their followers. After you post a wheel using this feature, Instagram will share information about the wheel’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 followers or archive it.
The feature, which has been spotted in the wild among select creators, evolved from a previous test of something called “Experimental Mode.” first discovered by reverse engineer Alessandro Paluzzi back in April. Similar to these new demo reels, the experimental mode also allowed creators to post reels that would only appear to non-followers.
In a screenshot posted by Paluzzi, Instagram showed that although the reel won’t be visible on their profile, followers could see the reel if someone shares it directly with them. It also notes that the scroll will be archived after 24 hours if the creator chooses not to share it publicly.
In current testing, however, Instagram is experimenting with various iterations of the feature that may include different periods of time before the wheel is archived. Based on these lessons, the final version of the feature – assuming it goes public – could change. Creators will know if they’re in the trial as they’ll see a notification introducing them to the feature when they go to publish a reel.
Instagram declined to comment on the tests.
“We’re always exploring different ways for creators to express themselves on Instagram, but nothing to share at this time,” a Meta spokesperson told us.
The social network is developing the feature, as creators who had access said was adversely affected by the app’s algorithm, leading to complaints. Trial wheels could potentially help these creators build a larger following by giving them room to experiment with what works and what doesn’t.
This could be helpful because many creators think of their Instagram as their business card, which adds pressure around publishing. They only want to promote their most polished content so they don’t risk losing followers.
Test wheels are tested globally with selected creators who have a business account, and access to the feature is not limited by follower count or other metrics.
