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Emma leads product at Buzzfy. She writes on the blog about Instagram Trial Reels, variant testing, and the data side of creator growth — the topics she works on every day.
Posts by Emma
What makes a reel go viral? We measured 26,914 reels to find out
We analyzed 26,914 reels with real Instagram insights to find what actually makes a reel go viral — the hooks, formats, and lengths that moved the numbers.
Instagram Trial Reels: What They Are and How to Use Them in 2026
Trial reels go to non-followers first — test new formats without touching your existing audience. How they work and why creators run growth loops on them.
Trial Reels vs regular reels: which one should I post?
Trial Reels go to strangers. Regular reels go to followers. Here's the rule I use to pick between them — and what actually changes under the hood.