Instagram is quietly testing a new feature that could change how creators and brands share content — and I’m pretty excited about the potential.
In their words: Unlockable reels are designed to encourage “a new, IYKYK way” of engaging with your community.
The new Instagram Reels, also called “locked” or “secret code” reels, will require a (you guessed it) secret code to view.
These password-protected videos offer a fresh way to build excitement, reward your most engaged Instagram followers, and share content with a more targeted audience. Also, they’ll be a delight to puzzle fanatics like me.
After some initial testing, The Weeknd was the first creator to officially use an unlockable reel, teasing a clip from his new film. (Did anyone else not know he was doing movies now?)
Let’s break down how it works, why it matters, and how you might use it when (or if) it rolls out more broadly.
What are unlockable reels?
Unlockable reels are videos that are hidden behind a code. Instead of tapping play, you’ll be prompted to “Enter secret code” before you can view the content.
In some cases, creators will offer a clue instead of just giving you the code outright — for example, “my birthday” or “1st hashtag in the caption.”
Once you crack the code, the reel plays like any other.
In April, an unlockable reel was quietly shared from the Instagram @design account, prompting followers to enter a code to access the video.
Before entering the code, the thumbnail appears blurred out. Here’s how the post looks in the feed and when you tap on it:
Not long after, @theweeknd shared an unlockable reel, now deleted, teasing a clip from his new movie, Hurry Up Tomorrow behind a code: ‘ICANTSING*’*.
As far as we know, these are the only two password-protected reels shared on the platform yet, but I predict we’ll soon see the feature rolled out to more big-name creators.
Why would you want to share an unlockable reel?
Good question! On a platform where views and impressions are often treated as the be-all and end-all, why would you want to share a ‘secret’ reel?
Well, we know that Instagram has been more focused on its community-building features of late (think subscriptions, broadcast channels, or even Threads).
Password-protected reels offer a way for creators and brands to offer something special to superfans (of followers who love a good puzzle).
It’s unclear if these reels will be eligible to appear in the main reels or explore page. My prediction is they’ll be targeted mainly at current followers (and be more likely to appear in users’ home feeds).
The Instagram algorithm will likely count clicks and attempts to unlock the reel as engagement signals.
According to Instagram, this is a new way to “help people connect in a new, IYKYK [if you know, you know], way.”
The feature is intended to:
- Build buzz around exclusive content
- Foster connection over shared interests
- Reward superfans with hidden gems
How creators and brands might use unlockable reels
If you’re a creator, marketer, or small business owner, there’s a lot of potential here for fun posts and campaigns with this new feature. As a creator and marketer, I’m definitely looking forward to playing around with them!
Think:
- Exclusive drops for your mailing list: Share a secret code with newsletter subscribers to unlock behind-the-scenes content, bonus tutorials, or sneak peeks — a creative way to reward your most engaged audience (and grow your subscribers).
- Early access content for loyal fans: Let superfans or private community members get first dibs on a new product, video, or announcement by giving them the code before anyone else.
- Promo codes for repeat customers: Share limited-time offers through a locked reel that only your existing customers can access — either by emailing them the code or including it in a thank-you note.
- Launch hints or teaser trailers for product reveals: Build anticipation by hiding teaser content behind a code that followers have to figure out — perfect for gamifying a product drop or campaign launch.
- Region-locked content for specific markets: Share updates or offers tailored to a local audience by distributing codes through regional mailing lists or in-store signage.
- Private posts just for friends: Share a code with just a few close friends or collaborators to keep it personal.
It’s a fun, lightweight form of content gating, without the need for paywalls or subscriptions.
Watch this space
Unlockable reels aren’t available to most users just yet. It’s not clear when — or if — this feature will be rolled out more widely, but it’s one of my top social media platform features to watch at the moment. I’ll be sure to update this article when I know more.
To an unlockable reel in action, check out @design, which used a caption clue to unlock their reel (“1st # in the caption,” which is threads).
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