Instagram is currently testing a new feature called “locked” Reels that requires viewers to unlock them using secret codes. This system could be beneficial for creators, influencers, and businesses aiming to promote new products or announcements. However, for ordinary users, the feature may feel cumbersome, disturbing the casual scrolling experience that Instagram users have come to enjoy. Instagram frequently introduces new functionalities, often with little user input.
From shifting the positions of the Direct Messages and Activity icons to adding fast-forward options for Reels in an attempt to rival TikTok, the platform continues to evolve in unpredictable ways. The recently launched feature of locked Reels adds to this list, allowing users to access content only by using a designated code, which isn’t the typical password setup—there’s no need to memorize anything; hints will be provided instead. TechCrunch recently highlighted Instagram’s silent rollout of this feature through its Design account. On April 8, 2025, this account posted a locked Reel with the caption “Coming Soon” and specific hashtags.
The content was intentionally obscured with a message prompting viewers to unlock it using a hint that read “1st # in the caption.” In this case, the correct code to access the Reel was #threads, which served as an announcement for the new Threads account. From a personal standpoint, this locked feature is off-putting. As someone who enjoys mindlessly scrolling through Reels, the added step of entering a code detracts from the enjoyment.
However, for content creators and businesses, this might be an innovative tool for boosting engagement and driving excitement around launches, reminiscent of last year’s Reveal feature, which allowed hidden Instagram Stories. It remains to be seen if this feature will become widely available, but its oddity is certainly noteworthy.
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