Instagram Launches New Tools For Creators Including Trial Reels

Instagram has launched a suite if new tools, which it says will tackle one of the biggest issues for creators – self-doubt. 

The new tools have been announced to coincide with the company’s 15th birthday. The key launch is Trial Reels, which allows creators to post content out to non-followers “without alerting their existing customer base”, says inc.com. 

Esh Ponnadurai, Meta’s head of consumer marketing explained: “You may have a really strong customer base, but you want to reach a new one. You want to test new content with potential customers without risking your relationship with existing ones.”

It gives businesses more freedom to test out new products; trial a new brand messaging and experiment with targeting new demographics. In a blog post, Instagram says that the tool is already having an impact with those trialing it. “…after trying trial reels, 40% of creators started posting reels more often and of those who did, 80% saw an increase in reels reach from non-followers.,” it writes. 

The social media platform has also announced a “quiet posting” feature, which allows account holders to test content before they send it out to their customer base. 

The launch has also been marked by a new campaign with videos from high-profile names including Tyler, The Creator, Rosalía, Fred Again, Nadia Lee Cohen, Cole Bennett, Clint 419 and Slawn, and celebrating the idea of the "creative chance."

Other improvements include a updates to the platform’s Edits tools and a music-sharing option so creators can share what they’re listening to on Spotify. 

Adam Mosseri, Head of Instagram, writes: “We’re working to make Instagram a place where creators feel free to take more creative chances, break through whatever barrier holds them back and realise their ambitions.”