Instagram has released a new feature that has been tested over the last few months. The new feature is called Unlockable Reels and could change how creators and brands are sharing exclusive content.
What are Unlockable Reels?
Unlockable Reels are Instagram videos that remain hidden unless the viewer enters a secret code. Instead of instantly playing in the feed, these reels appear blurred and prompt users to input a “secret code” before they can view the content.
The feature was first spotted in action on Instagram’s official @design account. Soon after, The Weeknd shared a teaser from his movie Hurry Up Tomorrow using Unlockable Reel and the code “ICANTSING,” marking the first high-profile use of the feature.
Edit: The Weeknd's video has now been deleted from his profile
In this live example, you can see that it is possible to add a caption or hint where the user can find the secret code. To unlock this first Unlockable Reels you need to enter the first hashtag from the caption which is threads
How to use Unlockable Reels as a creator or brand
For creators, artists and brands, this feature can open the door to a new and fun way to interact with their community.
Here are some strategies and ideas on how you could use this new feature to reach your audience and boost engagement:
- Share exclusive or early content Reward your superfans with early access to exclusive content, behind-the-scenes, unreleased content.
- Grow your email list Share a secret code with newsletter subscribers a creative way to grow your email list.
- Boost engagement with comments Publish a hidden reel and then publish other content where you encourage followers to comment on posts in exchange for access to the hidden reel.
- Create a buzz and build hype Create buzz by hiding teaser content behind a code your followers need to crack — a fun way to gamify a product launch or campaign reveal.
- Story series using follow-up reels Create a sequence of reels where the user must watch one by one to get the key to the next section.
When will Unlockable Reels officially launch?
Right now, Unlockable Reels are still in testing and not widely available. So far, only a handful of creators have been able to post them publicly.
Instagram has not confirmed a public release date. If you're eager to try them out, now’s the perfect time to start thinking about how you might use them.