We’re back to talk more about Instagram! This is the second installment in my four part series covering IG-specific features that your brand will love… or in this case, probably shouldn’t use. Last week we covered Instagram Collabs and why Reposts might be the better strategy—this week, we’re tackling Trial reels. We’ll talk about:

• Whether Instagram Trial Reels is a good testing function

• Why you’re better off just throwing your content on main

• Some case studies from small brands nailing marketing

—Jack Appleby

How 15 Small Brands Achieved Remarkable Marketing Results

Stop believing you need a big budget to make an impact. Our latest collection highlights 15 small brands that transformed limited resources into significant market disruption through innovative thinking.

• Case studies revealing ingenious approaches to common marketing challenges

• Practical tactics that delivered 900%+ ROI with minimal investment

• Strategic frameworks for amplifying your brand without amplifying your budget

These actionable insights can be implemented immediately, regardless of your team or budget size. See how small brands are making big waves in today's market.

Get the case studies for free here.

Do Instagram Trial Reels actually work?

Instagram’s doing a bang up job with launching new features lately. Reposts, the friends tab, story comments, and the new analytics (I especially love seeing when people ‘like’ a Reel) have all been slick additions.

I wanna talk through Trial Reels, though. When they launched last year, it felt like a godsend—a way to test content that’s low risk? A huge win! Buttt now I’m feeling like it’s a feature that brands should honestly never use.

A quick refresher on Trial Reels

Let’s get the definition in here before we critique. Straight from Instagram’s blog:

Okay, so it’s supposed to be a feature to test content, that’s theoretically low stakes... but the logic Instagram proposes kinda falls apart for me. I’m don’t think that’s a legitimate nor practical testing ideology.

Why would you want to test content with non-followers?

Let’s say I’ve got a new idea for my brand’s content. Hell, let’s make it totally bananas—off tone, off brand, maybe even something my boss would side-eye. That’s the kind of thing Instagram says you should “test” in Trial Reels.

But here’s the flaw: Trial Reels push to non-followers. Why would I want to test a new format on people who don’t know or follow my brand?

If I want to see how a new content style performs, what matters most is how my current audience reacts. They’re the ones who already chose to follow me. They’re the ones I need to keep engaged. Sure, non-follower performance might be interesting, but it’s not an indicator of how loyal followers will feel, and ultimately every piece of content needs to appeal to your current buyers.

Publishing content the normal way is a better test

If I want to test a new Reel, why would I limit its potential? Don’t I want the full algorithmic push to see what happens? The best way to test content is in real-world conditions, not inside an artificially gated system like Trial Reels.

Every post is already a test. If the idea’s strong, the algorithm rewards it. If it’s weak, it dies. Social media’s brutally honest like that. Trial Reels don’t make that feedback loop better, they just shrink it. You end up testing in a sandbox instead of on the actual playing field.

So why hide content in a Trial Reel when you could just… post it? Let your existing audience + those new to the brand decide if it’s any good.. Worst case, the post tanks and you move on. Best case, you discover a new format that crushes. Either way, you learn.

Making content that’s just for Trial Reel testing doesn’t make sense, philosophically or financially.

Every brand I know wants the same two things: more content and better content. Budgets are tight, teams are stretched, and the constant complaint is always “we don’t have enough.” So why on earth would you burn time, money, or creative energy making content that lives in a gated sandbox?

If you’re already investing in an idea—writing the copy, shooting the footage, editing the cut—why wouldn’t you want the maximum return? Every asset you produce should work for you in the wild, not sit behind glass. Even if the idea feels risky, publish it. Get it out there. Let the algorithm and your audience decide.

Because here’s the truth: the only content worth making is content that actually sees the light of day. If it’s strong, it’ll find traction. If it flops, at least you learned something. Either way, it’s doing more for your brand than a “test” Reel that never reaches the people who matter.

So instead of making content just for Trial Reels, make content for your feed, your followers, and the full audience you’re trying to reach. Get every piece of creative working as hard as possible. That’s how you win.