Instagram is currently testing a new feature called closed Reels, which viewers can only unlock by entering a code based on a provided hint. This experimental option offers a simple and engaging way for creators to connect more directly with their audiences.
The idea is to give creators and celebrities a tool to share exclusive videos with their most loyal followers—those most likely to know the answers to personalized clues. For example, a Reel might be locked with the prompt “my birthday” or “my dog’s name,” requiring viewers to guess the correct answer to access the content.
A recent example appeared on Instagram’s official Design account, which posted a closed video asking users to “Enter a secret code.” The hint was “1st # in caption,” and the correct code was “threads,” referring to the first hashtag in the caption. Once the code is correctly entered, viewers see a banner reading “coming soon,” which appears to announce the Design account’s upcoming Threads profile.
Potential Uses for Creators, Brands, and Users
This feature opens up interesting possibilities for creators and brands looking to build excitement or run targeted promotions. For instance, closed Reels could be used to tease new products, launch marketing campaigns, or simply create a sense of exclusivity and fun around a specific post.
Regular users might also find it useful for sharing content with selected friends or inside jokes within small communities. The ability to hide a Reel behind a code allows for a more intimate or playful type of interaction.
As of now, Instagram hasn’t announced when—or if—this feature will become available to the general public, notes NIX Solutions. However, it’s clear that the platform is exploring new ways to deepen engagement while giving creators additional tools to connect with their audience.
Whether this becomes a widely adopted feature remains to be seen, yet we’ll keep you updated as more integrations become available.