Instagram appears to be quietly testing locked reels that viewers need to unlock with codes and tips provided. While this feature is an easy way to increase your creator's engagement with content, it also offers creators and celebrities a way to share exclusive reels with the most dedicated fans who are likely to know the answers to their tips.
For example, creators can lock the reel with tips “My Birthday” or “My Dog Name” to share exclusive content with their loyal followers.
It has been found that meta owned social networks test the functionality of their design accounts. There, they shared a locked reel that encouraged viewers to “enter secret codes.” The code hint is “first # in the caption”. In this case, the code is a “thread”. This is a reference to the first hashtag mentioned in the caption. When you unlock the reel, you will see a banner saying “Come in time.” This looks like an announcement from a design account that it is launching a profile on a thread.
Instagram did not respond to TechCrunch's request for comments to learn more about this feature, but we found that the tests were being tested on public accounts.
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This new feature can also be used by creators and brands to launch promotions and marketing campaigns in a fun way. For example, you can use locked reels to publish your product, or make a stir at launches.
As for normal users, this new feature is a fun way to share content with certain friends.
Of course, there are people who don't want to spend time involved in locked reels and find secret code, especially since Instagram is already full of different kinds of content and features.
It is worth noting that the new testing feature is somewhat similar to Instagram's “published” feature. This feature was launched last year as a way to create more intimate connections in the app and increase engagement.
Like other test features, it is unclear when or planning to deploy locked reels widely.