Instagram is rolling out a new feature that adds an extra layer of exclusivity to content sharing—Unlockable Reels. This experimental feature allows creators to post Reels that can only be accessed by viewers who enter a specific password, offering a unique way to engage niche or highly invested audiences.
The feature first appeared during testing on Instagram’s Design profile in April 2025, and now, global music sensation The Weeknd is the first creator to officially use it. He shared a password-protected clip from his upcoming film Hurry Up Tomorrow, giving fans a teaser only accessible through a special code.
Unlockable Reels are designed to foster deeper connections between creators and their communities by offering gated content. Whether it’s early access to new projects, region-specific updates, or exclusive behind-the-scenes moments, this feature allows creators to reward loyal followers and superfans with premium content experiences.
For businesses, the potential applications are equally compelling. Brands could use Unlockable Reels to share members-only promotions, discount codes, or limited-time offers—encouraging audience participation through newsletters, private groups, or VIP clubs.
Although still in the early stages and limited to a handful of creators, Unlockable Reels signal a shift toward more personalized and intentional content sharing on Instagram. As the platform explores new ways to support creator monetization and fan engagement, this feature could become a valuable tool for building community and exclusivity on social media.
