Locked reels: Instagram tests a revolutionary feature to offer exclusive content and boost engagement on its platform.
Instagram is testing a feature that could well mark a major turning point in the way content is shared: the Locked reels. By integrating password access, the platform deploys a subtle yet powerful strategy to recreate exclusivity, engagement and virality. We take a closer look at an innovation that could change the rules of the game.
How locked reels work on Instagram
All Locked reels are videos accessible only via a secret code. When a user clicks on such a Reel, they are prompted to enter a password to unlock the content. This interface appears with the words "Enter code". Once the correct code has been entered, the video becomes accessible.
Instagram presents this feature as a way of "connecting people around common interests in an IYKYK (If You Know, You Know) spirit". In other words, only insiders, those who have received or unearthed the code, can access the content.
The Weeknd: a discreet but powerful launch
The first appearance of Locked reels was made on Instagram's official @design account. But it was The Weeknd who really launched the concept on a grand scale. To promote his film Hurry Up Tomorrowthe artist has released an exclusive extract in the form of a locked Reel.
Fans had to obtain a code to view the video. The result: a narrative tension created around the launch, a sense of privilege among insiders, and an enhancement of the direct link between artist and fanbase.
Locked Reels: a boon for brands
For brands Locked reels opens up an immense field of strategic opportunities. This format makes it possible to create multi-level communication, of which the following are just a few potential applications:
| Marketing objective | Using locked reels |
|---|---|
| Customer loyalty | Content reserved for newsletter subscribers |
| Product launch | Announcement videos accessible only with an event code |
| Targeted promotions | Promotional codes in the form of locked Reel |
| Local campaign | Reels distributed via QR code in physical locations |
With the Locked reelsInstagram gives brands a powerful tool for creating a strong bond with their most engaged communities.
A major asset for content creators
On the designer side Locked reels allow their content to be segmented according to their strategy. They can, for example :
- Reserve "behind-the-scenes" content for their core fanbase.
- Share tutorials or training courses accessible only to those who pay or subscribe.
- Test a new format without exposing it to the general public.
- Create an immersive, gamified storytelling based on codes to be found.
All Locked reels add a layer of intimacy and rarity in a logic where personalization becomes key.
Paradoxical virality: shared exclusivity
This makes Locked reels is their potential to go viral through exclusivity. The access code becomes an object of desire, to be sought out, shared in private messages and commented on.
This format encourages conversation around the content:
- "Did you see it? Give me the code!"
- "I hear there's a teaser hidden in Brand X's Reel."
- "Secret code to look for in their stories!"
It's a powerful IYKYK strategy, playing on FOMO (Fear Of Missing Out) while nurturing a committed community.
Locked reels: a step forward for monetization?
At present, the Locked reels are free of charge. But it's not out of the question for Instagram to eventually integrate options linked to subscriptions or integrated payments. This would enable creators to offer exclusive paid content directly on the platform, without going through Patreon or OnlyFans.
This is part of a broader logic where Instagram is looking to diversify revenue streams for creators, while keeping their audience captive in the Meta ecosystem.
What we think
All Locked reels appear to be an innovation in form, but above all in substance. By making it possible to control access to certain content, Instagram gives creators and brands a new tool for segmentation, relationship strategy and, potentially, monetization.
It's also a way of re-enchanting engagement with the platform, by creating a sense of privilege, secrecy and sharing between insiders. In short, a strategy perfectly calibrated for 2025, when quality increasingly takes precedence over quantity.
Experts in influencer marketing since 2016, ValueYourNetwork supports brands in their digital strategies and collaborates with the best content creators to maximize their impact. Find out more, Contact us.
FAQ
What is a Locked Reel on Instagram?
A Locked Reel is a video on Instagram accessible only via a password. Only people with the code can view the content.
How do I access a locked Reel?
To access a locked Reel, the user must enter a specific code provided by the content creator.
Are locked Reels available to all?
Locked Reels are currently being tested and are only available for selected Instagram accounts.
Why is Instagram testing locked Reels?
Instagram is looking to boost engagement and offer new opportunities for creators and brands to create exclusive content.
Why should brands use locked Reels?
Brands can create targeted promotional content, offer exclusives to loyal customers and strengthen their community strategy.
How can creators benefit from locked Reels?
Creators can get closer to their audience, share sensitive or private content, and test new strategies.
Can locked reels be paid for?
This is not yet the case, but Instagram could incorporate future monetization via subscriptions or integrated payments.
What impact does this have on content virality?
The exclusive nature of locked Reels encourages code sharing and discussion, creating a new viral effect.
Can I share a locked Reel?
Yes, the link can be shared, but only the user with the code will be able to see the content.
Will locked reels become the norm?
If they prove successful, Instagram could roll them out on a large scale to diversify the uses of its platform.