Instagram is currently experimenting with a new feature that allows creators to publish locked reels accessible only through secret codes. These codes, accompanied by hints from the creator, act as a key for viewers interested in unlocking exclusive content.
The innovative function was recently spotted in action on Instagram’s own Design account. In this example, viewers were presented with a reel marked, “Enter secret code,” alongside the clue, “1st # in the caption.” The correct code turned out to be “threads,” which matched the first hashtag in the reel’s caption. After entering the correct code, users viewed a banner message reading “coming soon,” likely hinting at the Design team’s upcoming launch of a Threads account.
Though Instagram and its parent company Meta have not publicly announced the feature, their quiet testing suggests several potential uses. For influencers and celebrities, locked reels could offer a new method for strengthening connection and engagement by sharing tailored, exclusive content with fans knowledgeable enough to decipher the hints provided.
Brands and marketers might find value through creative promotional campaigns—teasing product launches or special announcements by enticing followers to discover secret codes. Additionally, regular users could use locked reels casually for sharing personalized content within their social circles.
However, the launch of locked reels may not appeal to everyone, as some users might find it cumbersome to seek hints or guess codes simply to access video content. Instagram has been actively introducing features that encourage interaction and intimacy among users—in fact, this locked reel test appears somewhat similar in concept to the “Reveal” feature released previously, which allows viewers to unveil hidden Stories by sending direct messages.
As with all experimental tests, Instagram has not indicated when or whether the locked reels functionality will be widely introduced to its user base.
