Instagram Just Dropped Lockable Reels But You'll Need the Secret Code

Instagram is testing a new kind of reel, and no, it's not another remix tool or transition trend. This time, they've added a literal lock to Reels — as in, you'll need a password to watch them. Yup, secret codes are now officially a thing on Instagram, and The Weeknd just kicked off the feature with an exclusive sneak peek of his film Hurry Up Tomorrow. You'll only see it if you enter the code.


The feature was first spotted in testing last month on Instagram's @design profile, but this week marks its official debut — and it's still only available to a small group of creators for now. Basically, creators can post a Reel and decide who gets to see it by sharing a password. No code, no access. It's giving if you know, you know (and if you don't, sorry).

Instagram says the goal is to build more hype around exclusive content and make it easier for people to bond over niche interests — like a digital backstage pass. And while it's early days, you can already see the possibilities. Artists could drop behind-the-scenes looks for superfans, brands might share discounts with loyal customers only, and regular users could just have fun posting "for your eyes only" content for a tight circle.

For now, the feature is still in testing, so don't expect to see it on your feed unless you've been handpicked. But if it rolls out widely, this could be a game-changer in how we share and interact on the app — adding a layer of exclusivity without going full "close friends" mode. Whether you're a brand, a creator, or just someone who loves a good secret, this could be the start of something interesting.

And hey, if you're curious about The Weeknd's locked Reel, you know what to do.

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