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Unlockable Reels Are Coming to Instagram: Here’s How They Work - B&A WHITE GROUP

B&A WHITE GROUP

Unlockable Reels Are Coming to Instagram: Here’s How They Work

Unlockable Reels Are Coming to Instagram: Here’s How They Work
Unlockable reels are designed to encourage “a new, IYKYK way” of engaging with your community on Instagram. Here’s how they work.Unlockable Reels Are Coming to Instagram: Here’s How They Work

Instagram is quietly testing a new feature that could change how creators and brands share content — and I’m pretty excited about the potential.

In their words: Unlockable reels are designed to encourage “a new, IYKYK way” of engaging with your community.

The new Instagram Reels, also called “locked” or “secret code” reels, will require a (you guessed it) secret code to view.

These password-protected videos offer a fresh way to build excitement, reward your most engaged Instagram followers, and share content with a more targeted audience. Also, they’ll be a delight to puzzle fanatics like me.

After some initial testing, The Weeknd was the first creator to officially use an unlockable reel, teasing a clip from his new film. (Did anyone else not know he was doing movies now?)

Let’s break down how it works, why it matters, and how you might use it when (or if) it rolls out more broadly.

What are unlockable reels?

Unlockable reels are videos that are hidden behind a code. Instead of tapping play, you’ll be prompted to “Enter secret code” before you can view the content.

In some cases, creators will offer a clue instead of just giving you the code outright — for example, “my birthday” or “1st hashtag in the caption.”

Once you crack the code, the reel plays like any other.

In April, an unlockable reel was quietly shared from the Instagram @design account, prompting followers to enter a code to access the video.

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