Instagram is testing a new feature that allows creators to lock their Reels content behind secret codes that viewers must solve using provided hints. The functionality appears designed to increase engagement and offer new ways for creators to share exclusive content with dedicated followers.

How the Feature Works

The Meta-owned platform was observed testing the functionality on its Design account, where it shared a locked Reel, prompting viewers to “Enter secret code.” The hint provided was “1st # in the caption,” referring to the first hashtag mentioned in the post’s text. Once users entered the correct code (“threads”), they were shown a banner saying “coming soon,” announcing the account’s upcoming launch on Threads.

Potential Use Cases

According to TechCrunch, the new locked Reels feature opens up various possibilities for Instagram users. Content creators and celebrities could leverage this tool to reward their most loyal followers with exclusive behind-the-scenes footage or special announcements, accessible only to those who know them well enough to guess personal details like their birthday or pet’s name.

Meanwhile, brands are likely to see this as an opportunity for building anticipation around new products.

TechCrunch notes that the new test bears similarities to Instagram’s “Reveal” feature launched last year, which allows users to post hidden Stories that followers can uncover by sending direct messages.

Part of Broader Reels Strategy

The test comes as Reels continues to be Meta’s fastest-growing content format across both Instagram and Facebook, generating over 200 billion cumulative views daily. The company reports more than 50% of posts appearing in Instagram feeds are now distributed through Meta’s artificial intelligence system rather than from user-selected profiles.