Instagram is taking the idea of a “creator economy” seriously in 2025. Since January, they have been announcing feature after feature to help creators on the platform. But even though these changes are made with creators in mind, marketers can use them to generate higher views and engagements on their posts, ultimately leading to link clicks in their bio.
Take Trial Reels for example.
The ability to create a reel and “trail” it with an audience of users who don’t currently follow you was made to allow creators to experiment more with their content without the risk of losing followers. In theory, this feature lets creators do what they do best – create. All while Instagram gets a new pool of engaging content that will keep people on the app.
And in practice? It does those things, yes. But it also opens up a simple way for marketers to reach new audiences. The answer is in how Trial Reels work.
How Trial Reels Work
When you publish a Reel normally, you create a short-form vertical video and publish it on Instagram. From there, Instagram’s algorithm will sample it to a small audience of your followers. The platform then collects data on metrics like watch time, sends, and likes to determine if the Reel is interesting or engaging enough to send to a wider audience of followers and non-followers.
Trial Reels are the opposite.
If you want to publish a Trial Reel, you create a short-form vertical video like you would for any other Reel, but you toggle on the “Trial” option before you post. Now, Instagram’s algorithm knows to send this out to non-followers only. After 24 hours, you can view the engagement metrics and decide if you want to share it with your audience or not.
The main difference is who sees the reels—and that is also where the advantage for marketers lies. With Trial Reels, you’re guaranteed to get your content in front of a new audience.
How marketers can use Trial Reels
If you’re looking to grow your following on Instagram, then Trial Reels are a great tactic to lean into. With this feature, Instagram’s algorithm finds you a new audience, and it’s smart enough to find people who your profile will be relevant to.
But this algorithm won’t continue to push your content to more people unless it has shown to be interesting or engaging. That means creating content that gets people’s attention with a strong hook, keeps them watching until the end, and inspires them to engage. You’ll see the most return on your Reels – Trial or normal – if you can do those three things.
You can also use this feature to A/B test your video. Set up a test with two Trial Reels and check in after 24 hours to see which performed best. The winner can then be shared to your profile to reach your following and beyond.
Remember, Trial Reels are a more manual process than scheduling a regular Reel. At this time, you’ll need to schedule them in the app so you can toggle on the “trial” option. Plus, you’ll need to check back in to view the metrics and decide if you want to share the Reel to your profile. Still, the advantages of this new feature can outweigh the time it takes to implement.
Leveraging Creator Features for Business
Yes, Instagram is focused on supporting creators in 2025, but that doesn’t mean that businesses will fall behind. Instead, it presents an opportunity for business profiles to pivot their strategy to think more like creators themselves. It may sound intimidating, but really, it’s just doing what marketers do best—keep the focus on customers. Entertain them. And give them a reason to come back for more.
If you want to make an impact with your social strategy this year, we’re here to help. Reach out to aklein@farmbuffalo.com to set up a strategy chat.
