Hajra Naz
Instagram has officially launched its new “Unlockable Reels” feature, content that can only be accessed by entering a secret code.
The platform had been quietly testing the idea last month, and now it’s making its debut in a big way, thanks to The Weeknd.
The Canadian superstar is the first creator to use the new feature, sharing a sneak peek from his film, “Hurry Up Tomorrow,” that’s locked behind a code. To view the clip, fans need to enter the password “ICANTSING” on his profile.
The idea behind Unlockable Reels is simple: give creators the ability to gate exclusive content with a custom code.
When someone comes across one of these Reels, they’ll see a prompt asking them to enter a code before they can view what’s inside.
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Instagram says the goal is to give creators new ways to build hype and offer fans exclusive moments in a more intimate way. In a statement, the company described the feature as
“A new way for people to connect over shared interests and behind-the-scenes content, in an if-you-know-you-know kind of way.”
Right now, Unlockable Reels are only available to select creators as part of a test phase.
But if it rolls out more widely, the tool could open up new possibilities for influencers and brands.
For creators, it’s a way to share private or premium content with close-knit audiences, think superfans or subscribers who received a code via email or DMs.
For businesses, it could be used creatively too: imagine offering special discounts to loyal customers or location-based updates that only certain followers can unlock.
Even everyday users might find ways to use it, for sharing inside jokes with friends or limited-time messages.
As the feature continues to evolve, all eyes will be on how creators and brands make it their own.
