Instagram offers “test reels” that are not shown to the creator’s followers

Instagram is officially introducing “test reels” to give creators a way to try out new content by publishing videos unseen by their followers. feature launched in test in Mayallowing creators to experiment with new ideas and see what works best without worrying about how their audience might react.

Test reels are shown to non-followers, and if the creator feels good about how the content is performing, they can choose to share it with their followers.

This feature could give Instagram a slight edge over TikTok, which currently doesn’t offer a way for users to experiment with different types of content.

In an interview with TechCrunch, Instagram VP and Head of Product Management Ashley Alexander told TechCrunch that the idea behind the feature is to give creators a way to try out a new genre, story format or theme without the pressure to perform.

“We’ve heard from creators that they don’t always feel comfortable or willing to experiment with different types of content because they’ve built an audience and want to make sure they don’t alienate it,” Alexander said. he said. “We hear from a fashion designer who maybe wants to move into a music career, but they’re a little scared because their audience is used to wearing the clothes of the day, so if they put out a video of them singing, they’re worried they might turn those people off.”

After creating a reel, creators can share the reel as a test by going to the “Test” option. The reel will then be shared with non-followers and will not appear on their profile’s main grid or reels tab. It’s worth noting that a viewer can still see the test reel if someone shares it directly with them.

After 24 hours, creators can see how many views, likes, comments and shares the reel has received. They can then choose to archive it or post it to their profile to share with their followers.

The new feature will roll out globally over the next few weeks to anyone with an Instagram professional account.

Test reels are a useful addition for creators, as many of them see their Instagram profile as a business card, which puts a lot of pressure on the content they post. With this new feature, they can test new content and make sure they only post the most polished content to their profiles so they don’t lose followers or brand deals.

“Creatives have a lot of ideas, and one of the worst things that can kill creativity is feeling pressured or feeling like there are consequences to taking a chance,” Alexander said. “And we never want it to feel like that on Instagram. Instagram should be a place where you can take your boldest creative chances and be rewarded when they come to fruition.”

Alexander said that Instagram’s goal is to stay ahead of its competitors, and that the social network wants to help creators understand what works and what doesn’t, how to improve their content and reach a wider audience. The company plans to do this with both test drives and future creative-oriented features.