Instagram launches first official use of ‘lockable reels’

New Delhi: Instagram has launched its first official use of ‘lockable reels’ feature. The feature was tested last month on the platform.

The feature enables content creators to share reels that can only be unlocked with a secret code. Hence, followers with access to the code can unlock the reels.

Spotted in a trial run by Instagram’s official Design account, the feature blurs Reels until users input a keyword guided by a creator-provided hint, such as a favourite phrase or a reference to a past post.

The test emerged when the Design account shared a locked Reel with a clue pointing to the hashtag “#threads” as the unlock code, revealing a teaser for its Threads profile launch.

Unlike Instagram’s “Reveal” Stories, which require a direct message to access hidden content, Locked Reels use codes that creators can distribute anywhere—social posts, newsletters, or even offline events—offering unmatched flexibility.

The Weeknd is officially the first creator to make use of the feature. He has released a clip from his film “Hurry Up Tomorrow” as a lockable reel.

Content creators can use this feature for boosting engagement through interactivity, creating exclusive fan experiences, new monetisation opportunities, driving cross-platform buzz, and standing out in a crowded feed.

Despite its potential, Locked Reels come with hurdles. Overusing the feature risks alienating casual followers who might skip content requiring extra effort. Creators must craft hints that are clever yet accessible.

The feature also demands extra planning. Smaller creators, who often lack teams, might find the workload daunting compared to macro-influencers with management support.

Additionally, there’s no guarantee locked reels will be prioritised algorithmically, leaving early adopters to experiment without assured returns.