Glossary
Trial reels
Instagram's test posts, run two a day on top of three feed posts to test hooks, with the winners moved to the feed.
Why does it matter?
They test hooks without risking the main feed. A bad video that gets no views does very little harm, so testing keeps the momentum going.
How does it work?
- Post three a day on the main feed.
- Run two trial reels a day on top to test hooks.
- Move the winners to the feed.
Where has Tom used it?
With a new client, Tom films new formats based on outliers in similar niches and deploys them fast through trial reels and feed posts, keeping the winners. A weak answer to a question goes out as a trial reel instead of being held back.
Related terms
- Overwhelm the algorithm: Volume first, refine second. Every post is a shot on goal, and 80% of the way five times a day out-learns 100% three times a week.
- Views per follow: Views divided by follows for each post, the metric Tom uses most. A follow is the biggest signal short of a sale.
- Outlier: A post past three times the median views of the last 30. The outlier is the brief for what to make next.
Where is it explained?
Where else does it come up?
- The founder's personal brand, How I work