Instagram seems to be quietly testing locked reels that viewers must unlock with a code and a supplied trace. The function is an easy strategy to enhance engagement with the creator’s content material, but it surely may additionally supply creators and celebrities a strategy to share unique reels with their most devoted followers, who usually tend to know the reply to hints.
For instance, a creator could lock a reel with the trace, “my birthday” or “my dog’s name” with a view to share unique content material with loyal followers.
The Meta-owned social community was noticed testing the function on its Design account, the place it shared a locked reel that prompts viewers to “Enter secret code.” The trace for the code is “1st # in the caption.” On this case, the code is “threads” — a reference to the primary hashtag talked about within the caption. When you unlock the reel, you’ll see a banner that claims “coming soon,” which seems to be the Design account’s announcement that it’s launching a profile on Threads.
Instagram didn’t reply to TechCrunch’s request for remark to be taught extra about this function, however the take a look at was noticed being examined on a public account.
The brand new function is also utilized by creators and types to launch promotions or advertising campaigns in a enjoyable method. As an example, they may use locked reels for product reveals or to create buzz round launches.
As for normal customers, the brand new function may very well be a enjoyable strategy to share content material with particular pals.
After all, some folks could not need to have interaction with locked reels and spend time looking for secret codes, particularly since Instagram is already flooded with tons of various kinds of content material and options.
It’s value noting that the brand new take a look at function is considerably just like Instagram’s “Reveal” function that allows you to submit a hidden Story in your followers to uncover by sending you a DM. That function launched final 12 months as a strategy to create extra intimate connections on the app and increase engagement.
As with every different take a look at function, it’s unknown when or if Instagram plans to roll out locked reels broadly.
