Instagram Appears to Be Testing an “Unlock” Feature for Gated Content

Lindsey Gamble

Instagram may be testing a new “Unlock” feature for content. The Instagram account @design currently has a Reel labeled “Unlock this reel from design,” with a hint and a field for users to enter a secret code to view the content. On the grid, the post shows a key icon to indicate it’s locked.

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A post shared by Instagram’s @design (@design)

Why It Matters: While Instagram hasn’t officially announced this feature, it appears to be a new way to gate content behind a code, making it viewable only to those who can crack it.

This aligns with Instagram’s continued push to make content more interactive and fun, echoing features like Message to Reveal and Polaroid, which require users to take specific actions like messaging a creator or shaking their phone to unlock posts.

For creators and brands, this could be a fresh tool for fan engagement. Creators could drop subtle hints in Stories, captions, or Broadcast Channels that fans must decipher to unlock exclusive content. Brands might use it to hide behind-the-scenes content, early product reveals, or Reels featuring new launches, unlockable via a code shared through email, a loyalty app, or even a QR code in-store.

There’s also potential in influencer marketing. Creators could share unique secret codes that unlock exclusive content on a brand’s account, like a hidden promo code or sneak peek, adding an extra layer of excitement to campaigns and another way to understand the performance of creators'.