Instagram is quietly testing a new content format that could open the door to more exclusive and gamified experiences on the platform. A locked reel was recently shared by Instagram’s own Design account, prompting viewers to “Enter secret code” before they could access the content. The clue was hidden in the caption, where the first hashtag served as the key to unlock the reel.
In this case, the password was “threads,” used as a way to tease the launch of the Design team’s new Threads account. After entering the correct code, users were shown a simple banner that read “coming soon.” While the content was minimal, the format itself is what stands out.
This new feature introduces a layer of exclusivity to reels, and it suggests that Instagram may be exploring new ways to let creators gate content.
For example, creators could hide bonus content behind a secret code shared in a livestream, newsletter, or story. It creates a feedback loop where fans are encouraged to follow multiple platforms or read captions more closely to gain access.
It also opens up possibilities for branded content and influencer partnerships. A brand could sponsor a locked reel and embed the access code in a product, QR code, or hidden clue, turning marketing campaigns into interactive challenges.
More broadly, this adds a game-like mechanic to Instagram that could increase user engagement. Instead of simply watching a reel, users now have a reason to pause, read, and interact. If this rolls out publicly, it could become a new tool for creators to reward loyal followers and experiment with narrative formats.
Instagram has not officially announced the feature.
source: TechCrunch
