Instagram Tests Unlockable Reels
Okay, so Instagram just dropped something very interesting — and no, it’s not another sticker or filter. It’s unlockable Reels. Yup. Think of it like this: a Reel that only people with a secret code can watch. Basically, VIP access but make it Instagram.
So, here's what’s going on: Instagram was testing this feature a while back on its @design account, and now they’ve officially rolled it out (sort of). The first real use? The Weeknd used it to share a sneak peek of his film “Hurry Up Tomorrow”. You literally have to enter a code to see the clip. That’s how this works — creators can upload Reels and lock them behind a code. If you don’t have it, you’re not watching. Period.
According to Instagram, the whole point is to give creators a way to build hype and share more exclusive content. Think of it like an "if you know, you know" situation. You get the code? You’re in the club.
Right now it’s just being tested with a few select accounts (sadly, we’re not all invited to the party yet), but if this rolls out widely, it could actually be a pretty cool tool — especially for creators and small biz owners. Like:
You could give codes to your email list to access exclusive content
Share a Reel with a discount just for past customers
Drop content for specific locations or events
Reward your community or superfans with early access sneak peeks
Also, it’s kind of a fun way to build mystery or add that “insider-only” feel to your content — something we all love a little, right?
So yeah, nothing to do just yet unless you’re BFFs with Instagram, but definitely something to keep on your radar. It’s giving... secret society, but make it social media.
Would you use unlockable Reels if you had access? I’m already brainstorming some fun ideas in case this thing becomes available to everyone. 👀
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Hey there I’m Kylie Simao, owner of a boutique social media marketing agency dedicated to helping new, local and small businesses who want to promote themselves online using social media.