Instagram appears to be quietly testing a new feature called “locked reels,” which allows creators to restrict access to certain videos using a code — revealed only through a hint provided alongside the post.
The Meta-owned platform was recently spotted trialing the feature on its official Design account, where a reel prompted viewers to “Enter secret code.” The clue offered was “1st # in the caption,” leading users to type in “threads” to unlock the content — a nod to Instagram’s text-based app, Threads. Once accessed, the unlocked reel displayed a teaser reading “coming soon,” signaling the Design account’s upcoming debut on Threads.
Instagram has not commented on the new test or confirmed any rollout plans. However, the feature — publicly visible and accessible — is already generating interest among creators and social media watchers.
Locked reels could provide influencers and brands with a novel way to engage their most dedicated followers. For instance, a creator might lock a video behind a hint like “my birthday” or “my dog’s name,” rewarding fans who know the answer with exclusive content. The format also lends itself to creative marketing campaigns, such as product reveals, teaser promotions, or gamified content drops.
While some users may see the feature as an exciting way to deepen creator-fan relationships, others may find it less appealing in an already cluttered feed filled with Stories, Reels, Lives, and DMs.
The concept echoes Instagram’s “Reveal” Story feature, launched last year, which lets users hide a Story behind a prompt that followers must respond to via direct message. Both features aim to encourage more meaningful and interactive engagement, a growing trend on the app.
