Instagram Tests Locked Reels with Secret Codes - Social Media Update

Instagram Experiments with Locked Reels

Instagram is currently evaluating a new functionality involving locked reels. Viewers would be required to input a code, accompanied by a provided clue, to access these reels.

Boosting Creator Engagement

This feature represents a straightforward method for enhancing user interaction with a creator's content. It also potentially provides creators and public figures with a means to distribute exclusive reels to their most devoted audience.

How the Locking Mechanism Works

Creators might secure a reel with a hint like “my birthday” or “my dog’s name” to share special content with their loyal followers. This encourages a deeper connection and rewards engagement.

Discovery of the Test Feature

The Meta-owned platform was observed testing this functionality on its official Design account. A locked reel was shared, prompting users to “Enter secret code.”

The First Test Case

The hint provided for the code was “1st # in the caption.” The correct code, in this instance, was “threads” – referencing the initial hashtag within the caption. Unlocking the reel reveals a “coming soon” banner.

Announcement on Threads

This banner appears to be an announcement from the Design account regarding the launch of its profile on Threads.

Instagram's Response

Instagram has not yet responded to inquiries from TechCrunch seeking further details about this test. However, the trial is publicly visible on an official account.

Potential Marketing Applications

The new feature could also be leveraged by creators and brands to initiate promotions or marketing campaigns in an engaging manner. Product reveals or launch hype could be generated through locked reels.

Personal Use Cases

For typical users, this feature offers a novel way to share content with a select group of friends.

Potential Drawbacks

It’s possible that some users may be reluctant to engage with locked reels, particularly if they find the process of deciphering codes time-consuming. Instagram already presents a substantial volume of content and features.

Similarities to Existing Features

This test feature bears resemblance to Instagram’s existing “Reveal” feature. “Reveal” allows users to post a hidden Story that followers can uncover by sending a Direct Message (DM).

Boosting Intimacy and Engagement

The “Reveal” feature was introduced last year with the intention of fostering more personal connections and increasing engagement within the app.

Future Rollout Uncertain

As with all test features, the timeline for a wider release of locked reels remains unknown. Instagram has not confirmed whether it intends to implement this feature permanently.