Instagram is testing a new feature that lets creators hide Reels behind a secret code. As spotted by TechCrunch, the video platform shared a demo of the feature on its @design account, where it posted a Reel that can only be unlocked by entering a specific code, “threads” based on a hint in the caption: “1st # in the caption.”

This test suggests Instagram is exploring more interactive ways for creators to share exclusive content. This could be a new way for creators to control access to their content. Viewers can only access the Reels if they enter the right answer, using a hint provided by the creator.

And the codes aren’t random. They’re designed to make fans pay attention, solve a clue, and feel like they’ve unlocked something exclusive. 

For example, a fashion creator might post a caption that hints at a secret code like “my favorite color from Paris Fashion Week.” The answer unlocks a behind-the-scenes Reel. Or a musician could use it to tease content that only superfans might guess correctly.

How it works: users can unlock Reels with a code and a hint

Here’s what the current test looks like: users scroll through Instagram, land on a Reel that has a key icon, and instead of being able to watch it immediately, they’re asked to “Enter secret code.” A hint will help guide them toward the correct answer. Once they input the right code, the content unlocks and displays a “Coming soon” banner.

A new layer of exclusivity for brands and advertisers

This feature isn’t just for creators. It could be important for advertisers and marketers, too. Brands could use it to create buzz around product launches or limited-time promotions. 

However, details of its functionality are still limited. If this becomes a widely available feature, advertisers and marketers may want to consider how to add it to their content strategy.

TechCrunch says the format feels similar to Instagram’s “Reveal” feature, which allows users to hide Stories until a follower DMs them. But instead of a one-to-one interaction, this code-based system scales better for broader audiences while still keeping things coded.

Instagram hasn't made it official yet

Instagram hasn’t officially announced this feature or shared details on when it might roll out to the public. But given the “Coming soon” banner that appears after unlocking the test Reel, it’s likely that a wider release will happen soon.

For now, the only live example of the feature is on the @design account. Interested users can try it by searching for the key icon Reel and entering “threads” as the code. After unlocking, the platform simply shows a preview message.

Reels have contributed to Instagram’s revenue growth in recent times. So, it's clear why Meta wants to bring more updates to the feature. It wants to keep users and attract new ones. Reels may soon become a separate app from Instagram. 

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