Instagram is introducing a new way for creators to share videos. The social media platform is introducing a new test setting for Reels – when enabled, the video will only be shown to people who don’t follow you. Trials are now available worldwide.

At first glance, it may seem counterintuitive to hide content from your followers. However, the idea is to help creators experiment with new types of content, whether in a different format or on a different topic that may not be of interest to or appeal to your usual audience. Creators who had early access to the feature said it was good for reaching new accounts, participating in trends and expanding beyond their niche. Instagram provides analytics on test videos (including views, likes, and shares) approximately 24 hours after they are shared.

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Early feedback from Analytics and other accounts can help you understand how your new videos are performing. It’s like soft-launching your videos – you have the opportunity to see how a video performs without showing it to your entire audience. If at some point you decide to show it to your followers, you can turn off test mode and change the setting to “Share with everyone.” You can also experiment with your settings to get Instagram to automatically share videos that work well.

To create a test reel, go through the typical creation process and simply turn on the “Test” widget before tapping “Post.” No one can see the test videos on your profile, but they will appear along with the rest of your Reels when you later share them with your followers.

For more information, check out the other Instagram features you can use to improve your posts and what you should know about Instagram accounts for teenagers.