The new IG feature you'd be *crazy* not to use

Instagram has quietly dropped a new feature called “trials.” 

And if you’re a brand or creator trying to expand your reach, you need to jump on this immediately. Why? Because it’s basically a cheat code for the algorithm. I spoke to our very own Jony Lee to weigh in on the feature. Her advice, as per usual, was a goldmine.

So, first things first, what are trials?

Basically, trials give you the ability to post content on the 'gram that will be shown to a 99% new audience. “Normally, when you post on Instagram, your content is mostly shown to your existing followers,” Jony explains. “Then, the algorithm decides how much love it gets beyond that.”

Trials changes the game by pushing your content to a whole new side of Instagram. A side where your content might not usually reach (because there's almost zero overlap with your current followers.)

Jony says, “This then allows you to see how it performs in a truly fresh environment—without messing with your existing engagement rates.” Essentially, it’s a rare chance to test your content without the algorithm playing favourites.

The question is, does it work?

In short: Oh, absolutely. One example Jony gave me was A trial Reel of hers that racked up 2.8 million views—on top of the 6.1 million from the original post. One of our TAS Reels got another 3.7 million views after posting it to trials. Insane, right?

For brands and creators, this is massive. You get real insights into what content actually resonates outside your bubble. No more wondering if your post flopped because of bad timing, a silent shadowban, or just the usual algorithmic nonsense.

Who will benefit from trials the most?

Honestly, everyone should be using it. But it’s even more ideal for:

• Content creators testing new ideas – Want to experiment with a different style, topic, or format? Now you can, without worrying about tanking your engagement with your usual audience.

• Brands with proven content – Got a post that crushed it before? Reposting it through trials could help it find an entirely new audience, extending its lifespan and reach.

• People scared to post – If you’re just starting out or hesitant to post because of who might see it (friends, coworkers, judgmental exes), trials lets you share content in front of total strangers first—zero pressure.

Or, as Jony points out, “Trials is a good way to test multiple hooks/structures etc. to see if they will work.”

One of the best parts of this feature is how easy it is to use. It’s a simple toggle when posting (as you usually would) that gives you the option to select trial, or not. That’s all. No extensive knowledge or setup required.

Too good to be true?

Instagram has a habit of testing features and then either pulling them or folding them into the algorithm. Jony’s theory is that trials could very well follow suit. So, if you want to boost your reach for free, experiment with new content without risking your main feed or annoying your core audience, or potentially go viral overnight – now is the time to start using trials.

Because if history has taught us anything, it’s that social media platforms never let us keep the good stuff for long.

-Sophie, Writer