Instagram is quietly testing a new feature that allows creators to lock their reels, requiring viewers to unlock them with a code and a hint. This feature could provide a fun way for creators and celebrities to share exclusive content with their most dedicated followers, who are more likely to crack the code from the hint.
For example, a creator might lock a reel with a hint like “my dog’s name” or “my birthday,” allowing loyal fans to gain access to special content. This feature was spotted on Instagram’s Design account, where a locked reel prompted viewers to “Enter secret code,” with the hint provided in the caption as “1st # in the caption.” In this case, the code was “threads,” a reference to the hashtag mentioned first. Once unlocked, the reel displayed a banner reading “coming soon,” likely teasing the launch of a profile on Threads.
While Instagram has not responded to inquiries from TechCrunch, the test was seen on a public account, and it’s clear that the platform is experimenting with ways to engage users. This feature could also offer creators and brands a unique way to launch promotions, product reveals, or marketing campaigns in a more interactive manner. For regular users, locked reels might offer a fun, secretive way to share content with close friends.
However, some users may find the idea of searching for secret codes tiresome, especially as Instagram already offers an abundance of content and features. The test is reminiscent of Instagram’s “Reveal” feature, introduced last year, which allowed creators to post hidden Stories that followers could access by messaging the creator directly.
It’s unclear whether Instagram plans to roll out locked reels widely or when it could happen, but this feature is certainly one to watch.
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