Unlockable Reels: What To Know About Instagram’s Upcoming New Feature

Instagram is quietly rolling out a new, buzzworthy feature- unlockable Reels. Instagram Reels have been popular among creators and audiences since they were introduced in 2020, and unlockable Reels are a fun, new way to share content with your audience.

What Are Unlockable Reels?

Unlockable Reels are Instagram Reels that are hidden behind a secret code. Instead of the video automatically playing, users will be prompted to enter a password to see the content. Before entering the password, the Reel is blurred out to hide the content. Creators can offer a clue to help their audience access the Reel, either found in the caption, pinned comments, or above the password prompt.

Why Share An Unlockable Reel?

On a platform where views and impressions are a priority, why would anyone choose to post a ‘secret’ reel? Instagram has been leaning more into its community-focused features lately- subscriptions, broadcast channels, and even Threads. Password-protected reels give creators and brands a new way to reward their most dedicated audience, or anyone who enjoys a bit of a challenge. It’s still unclear whether these Reels will show up on the main Reels tab or Explore page, or if they’ll primarily target existing followers and appear in users’ home feeds. The algorithm will most likely treat clicks and unlock attempts as valuable engagement, which could boost visibility in other ways.

Potential Uses For Unlockable Reels:

Once unlockable Reels are open to everyone, there is unlimited potential for growth.

Exclusive content: If you have e-mail subscribers, sending them a code to unlock your Reel via email is a fun way to connect. Show them exclusive content, behind-the-scenes, a sneak peak at upcoming products or events- anything that you think would excite them!

Promo codes: Offering promo codes to your loyal customers is a way to say “thank you” while making it interesting. Emailing them a code, sending one on a little note with their product, or even sending them a DM makes it fun for them to continue shopping with you.

Boost engagement: Posting a story prompting users to DM you for the code, or having them comment a keyword on a recent post for a DM with the code, are fun ways to get your audience interacting with you. Although not everyone will participate, these actions are quick and simple, meaning that your audience does not have to spend much time or effort to engage.

Create Conversation: If you have a new product launch, a new service you are adding, or any big news, unlockable Reels will be a great place to make your announcement. Having to work to see content will already be attention-grabbing for users, so use that attention to get them excited!

While unlockable Reels are not available for most users yet, this is a feature you will definitely want to watch out for. As with everything social-media related, make sure that you use it in collaboration with other elements and don’t overdo it. To see an unlockable Reel in action, check out this one from @design. Have you heard of unlockable Reels? What do you plan to use them for? Let us know in the comments!