Instagram Launches First Official Use of Unlockable Reels

After it was spotted in testing last month, Instagram has now launched its first official use of lockable Reels, which enable creators to share Reels that can only be viewed by those who have a code.

As you can see in this example sequence, with lockable Reels, creators will be able to hide their content behind a lock code, with a prompt for users to “Enter secret code” to view the content.

As noted, Instagram tested this out on its Design profile early last month, and now, the Weeknd has activated the first official usage of the feature, with the musician launching a clip from his film “Hurry Up Tomorrow” that’s hidden behind a lock code.

Here’s how it looks on desktop:

As explained by IG:

“The new hidden reels feature lets you unlock exclusive content with a password. Instagram is testing this new feature as a way to let creators build excitement and buzz around exclusive content, and to help people connect over shared interests and entertaining content in a new, IYKYK, way.”

So it’s not broadly available as yet, but if/when it does get an official release, it’ll provide a new way to drive engagement within specific segments of your audience, like, say, superfans who’ve obtained a code through an exclusive mailing list.

Businesses accounts, meanwhile, could use it to offer discounts to previous customers (as opposed to all of your followers), or provide region-specific updates, in conjunction with your off-platform client contact lists. There’s a range of ways that brand or creator profiles could use this, while regular users could also share more targeted, intimate content for only certain followers or friends.

It’s an interesting consideration either way, though again, it’s only in testing with selected creators at this stage.

If you want to check out the clip from The Weeknd’s profile, the code is “ICANTSING”.