Instagram Case Study: How 9 Trial Reels Generated 2.3M+ Impressions
Last Updated on December 16, 2025 by Erin Donahue
The biggest shift in my Instagram reach didn’t come from making better content. It came from rethinking Trial Reels as a distribution layer.
Since Instagram repositioned itself as creator infrastructure in 2021, a lot of audiences have turned into ghost followers. They’re there, but they don’t engage. If no one sees your content in the first place, community doesn’t matter. It’s been a problem for smaller creators like myself who use social media for business.
Why Instagram’s Ghost Follower Problem Led Me to Trial Reels
When Instagram first introduced Trial Reels in December 2024, I started using it right away since early adoption usually gets rewarded. That happened almost immediately. One post crossed 1.1 million views, so I doubled down with another that exploded to 5 million until that wave ran its course. Then came months of a lull, the familiar pattern after mega-virality.
Around August 2025, my reach dropped off to the worst it’s ever been. Whether that was an algorithm shift or the result of gaining a large, disengaged audience is hard to say. A lot of creators will tell you that going viral can actually hurt long-term engagement. It’s a catch-22.
As frustrating as that phase can be, it’s also one of the best times to experiment. When no one is seeing your content anyway, there’s nothing to protect!
Instagram Stories to Trial Reels
I stopped prioritizing Trial Reels for a while, but when I travel, I post casual talking heads to Stories. Instead of letting those clips disappear after 24 hours, I repost them to Trial Reels. This is the same approach I use on TikTok.
Recently, while I was in Taiwan, that decision was compounded. I posted about a regional limited-edition product with a strong sense that it would perform well. As I predicted, it went viral and currently has 1.4 million views.
What made this cycle different wasn’t the breakout itself. Early on, when Instagram first rolled Reels out, reach naturally spread across multiple posts. Over time, that behavior disappeared and was replaced by one-hit spikes. This time, the spread came back via Trial Reels.
Riding “the wave”, I immediately posted follow-up videos that linked back to the original post, and those performed as well. Then, separate from the product post entirely, my casual talking head content about my experiences in Taiwan started getting picked up, too. Over a 14-day window, nine consecutive videos drove over 2.1 million impressions (and counting), instead of everything hinging on a single post.
Trial Reels As A Content Strategy
This has reinforced something I’ve believed for a while: if you want a broader reach, don’t limit where a piece of content lives. I separate content by intent. Casual, real-time posts get published on location for discovery. High-quality, produced work gets saved for when I’m back home.
The framework I’m using is simple: don’t treat content as precious, and don’t confuse reach with control. I’m already noticing a drop since returning to the States. The algorithm will change again. It always does.
Frequently Asked Questions About Trial Reels
What are Instagram Trial Reels?
Trial Reels are test versions of your content that Instagram shows exclusively to non-followers. They’re designed to let you experiment without affecting your existing followers’ feeds or your engagement metrics.
Do Instagram Trial Reels actually increase reach?
Yes, but not in the way most people think. Trial Reels function as a discovery layer for non-followers. In my case, 9 consecutive Trial Reels generated over 2.3 million impressions in 14 days.
When should I use Trial Reels vs regular Reels?
I use Trial Reels for casual, real-time content that’s meant for discovery—talking heads from travel, spontaneous product reactions, and content I’d normally post to Stories. High-quality, produced work goes straight to my main feed. The framework is simple: if you’re testing something or posting on location, use Trial Reels.
How long does it take to see results from Trial Reels?
Instagram gives you metrics within 24 hours, but sustained results take consistency. My breakthrough didn’t come from one viral Trial Reel—it came from posting 9 consecutive videos over 14 days while riding algorithmic momentum.
Leave a Reply
is the creative studio of Erin Donahue, offering photography, videography, and content creation services for brands, hotels, tourism boards, and publications.
Based in New York City, but available globally, this multi-disciplinary digital creative left a career in the hedge fund space to pursue her passion as a travel and brand photographer, creating imagery that resonates with audiences. She approaches every project with a focus on storytelling, producing visuals that engage and inspire.
Her work has been commissioned by brands like Sony, Apple, and Google, and the content she has created has reached millions across social media.
To keep up to date with everything she shares, follow along on social media and read up on what camera gear she uses to capture the shot.
Niredonahue
