Instagram is testing unlockable reels – what brands need to know

Instagram is currently testing unlockable Reels, also called locked or secret code Reels, designed to bring a fresh, IYKYK layer to content. Instead of simply tapping play, viewers must enter a secret code to access the video, creating an interactive, exclusive moment between creators and their audiences.

So, what does this mean for brands?

✅ Rewards loyalty: Brands can share codes with its most engaged followers, giving them early or exclusive access to content, product reveals or behind-the-scenes footage.

✅ Drive deeper engagement: For newer visitors, this change can encourage audiences to explore content by hiding code hints in older posts, turning feeds into an interactive experience.

No launch date yet – but it’s worth planning how you could turn secret codes into a fun new brand moment.

Watch this space!