Instagram Tests Secret Code-Locked Reels for Exclusive Content

The feature, trialed on Instagram's Design account, uses hints to unlock Reels and aims to boost engagement through exclusivity and gamification.

Instagram is testing a new feature that locks Reels behind secret codes derived from provided hints, such as hashtags in captions.
The test was conducted on Instagram's Design account, where a locked Reel teased the launch of a Threads profile.
The feature could enable creators, brands, and celebrities to share exclusive content or execute promotional campaigns in a unique way.
This initiative builds on Instagram's earlier 'Reveal' feature, which allowed users to uncover hidden Stories through direct messages.
Instagram has not confirmed if or when the locked Reels feature will be rolled out more broadly, as it is currently in testing.