Instagram has officially launched its new “Unlockable Reels” feature, content that can only be accessed by entering a secret code. 

The platform had been quietly testing the idea last month, and now it’s making its debut in a big way, thanks to The Weeknd.

The Canadian superstar is the first creator to use the new feature, sharing a sneak peek from his film, “Hurry Up Tomorrow,” that’s locked behind a code. To view the clip, fans need to enter the password “ICANTSING” on his profile.

The idea behind Unlockable Reels is simple: give creators the ability to gate exclusive content with a custom code. 

When someone comes across one of these Reels, they’ll see a prompt asking them to enter a code before they can view what’s inside.

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Instagram says the goal is to give creators new ways to build hype and offer fans exclusive moments in a more intimate way. In a statement, the company described the feature as

“A new way for people to connect over shared interests and behind-the-scenes content, in an if-you-know-you-know kind of way.”

Right now, Unlockable Reels are only available to select creators as part of a test phase. 

But if it rolls out more widely, the tool could open up new possibilities for influencers and brands.

For creators, it’s a way to share private or premium content with close-knit audiences, think superfans or subscribers who received a code via email or DMs. 

For businesses, it could be used creatively too: imagine offering special discounts to loyal customers or location-based updates that only certain followers can unlock.

Even everyday users might find ways to use it, for sharing inside jokes with friends or limited-time messages.

As the feature continues to evolve, all eyes will be on how creators and brands make it their own.