feed is testing new ways to offer privacy and exclusivity in the content shared on the platform. The social network has thus begun experimenting with a feature that allows people to publish Reels -the popular short videos- blocked behind a layer of security based on secret codesThis new feature, still in the testing phase, represents a move that could redefine the way users and creators manage the visibility of their content.
How does the new Reels secret code feature work?
The Reels locked using secret code They arise as a response both to user demand for new features and to the need of Meta—its parent company—to remain active and competitive against alternatives like TikTok. The proposal is simple, but it brings a completely new dimension to video consumption on Instagram: only those with the access code will be able to unlock and view these reserved Reels.
The dynamics are intuitive and reminiscent of traditional ones. password-protected content from some forums or platforms. When uploading a Reel on Instagram, creators can choose to protect it with a secret code.Additionally, there's the option to add a clue at the bottom of the post, helping followers try to figure out the key through games, puzzles, or references.
Screenshots via Techcrunch
In the last ten years, being example The official announcement of this feature could be seen on the Instagram Design account, where a blurred Reel was published that showed a simple message inviting users to enter a code. The clue in this case was in the first hashtag of the description: "threads"Entering that word unlocked the content and, in that particular case, displayed a message indicating that the feature was coming soon.
Only users who guess the code or receive it directly from the creator (for example, through private messages, newsletters, or external communities) can access the video. The rest see the Reel with a blurred screen and a prompt to enter the correct word.
Advantages and implications of Secret Reels
This new tool represents a A striking change in the way content is shared and consumed on InstagramUntil now, the social network based post privacy on public or private accounts, but the option to add a unique code increases the possibilities for both regular users and professional brands and creators.
El element of exclusivity and play Entering the secret code into Reels can transform the way they are created promotional campaigns, for example, where codes are distributed as rewards or part of gamification dynamics. They are also a way of generate exclusive content for fans or loyal followers, plus limit certain videos to specific groups (for example, private communities, sweepstakes participants, or newsletter subscribers) while users enjoy entertaining dynamics among friends or followers.
Furthermore, by being able to personalize access not only through the code itself but also with creative clues (special dates, references to events, riddles, etc.), the range of possibilities to encourage access is expanded. interaction and the desired commitment inside the platform.
Imagine using them for discounts and private promotions, in which only those who have the code can access the content, and therefore the offer. Or in the launching content prior to events or campaigns, creating expectation and exclusivity among certain users. Not to mention that it can even function as educational material or training restricted to internal groups (academies, courses, closed communities).
Beyond the code: exclusivity and segmentation
Instagram has been evolving its services for some time now around the Personalization and segmentationWith this new feature, we aim to go a step further by offering more granular control over the audience of each post. For example, a brand can launch a Reel only for those who have purchased a product or participated in an event, sharing the code only with them.
Similarly, users can use this feature to share more sensitive, personal or reserved content with your circle of trust, without having to set up private accounts or limiting yourself to a closed list of followers.
Although the feature does not yet have a definitive date for its mass launch, the reception in the initial tests has been positive, especially among creators and community managersMany see the option as a way to regain a sense of exclusivity that had been diluted by the virality and general openness of the social network.
