The way we interact with content on social media is evolving. Instagram is testing a potential new feature for the Instagram Reel format that could revolutionize the rules of the engagement game.
The future release of this feature on the platform will allow content creators to lock reels and allow users to access exclusive content via a secret code. Intrigued? That’s exactly the intention sought by this new feature. We reveal the mystery behind it.
How will the new Instagram Reel format work?
Instagram’s Design account has shared a demo reel on the social platform to show how the design of the future feature will look like. The test version seeks to show followers how easy and intuitive it is to interact with the new format.
Screenshots of a locked reel on Instagram that can be accessed through a secret code.
The mechanics are very simple. Content creators upload a reel and decide to restrict access with a code. While users of the platform, whether they are followers or not, must enter the correct key to unlock the content.
In addition, not only the audiovisual part is accessible, but also the comments section, which until now did not even have a preview of the icon.
Screenshot of the content with Threads of the unlocked reel after entering the secret code by the user.
Benefits of locked reels for companies and content creators
Surely, the advantages of this new feature are not apparent at first glance and may even seem contradictory and counterproductive, since no brand seeks to hide its content and make it invisible.
But in reality, the benefits of locked reels open the door to new innovative marketing strategies. So what can be achieved thanks to this future tool?
Exclusivity and community
Hidden reels allow sharing exclusive “premium” content for selected followers only. The idea is to reward superfans with exclusive tutorials, special discounts, invitations to VIP events, etc.
Exclusivity not only generates more interest in the brand, but also boosts the sense of belonging in the digital community.
Interaction disguised as mystery and anticipation
Instagram’s lockable vertical videos encourage active audience participation through riddles that can be hidden not only in hashtags.
For example, users could be asked to send a direct message (DMs) to receive the code. This would cause the algorithms to detect an interest in the account in general due to the large flow of private messages.
In addition, the code could be subtly (or apparently) left in other previously published reels that are available to everyone. One would only need to indicate the necessary clues or hints in the caption of the locked reel. Such a tactic would cause the views of the reels in the feed to gain traction again and increase.
Creative marketing
On the other hand, code-accessible reels would be ideal for:
- Promotions
- New product launches
- Loyalty campaigns
- Contest and raffles
Think out of the box: take another turn
Who says secret codes have to stay within the Instagram platform? You can challenge the limits of your creativity with multi or omnichannel strategies.
In the world of digital marketing, multi-channel presence is key:
- Leave teasers about locked content on Instagram on other social media platforms like TikTok.
- Design strategies for users to get their codes through newsletters.
- Ask followers to leave their personal data on your website.
These are just a few examples of how you could elevate your strategy on several platforms at once. The possibilities are as different as your goals.
When will reels with secret code be available?
At the moment, the exact official date of the launch of the hidden reels is not known. This option is in the testing phase and, as is now tradition, will first be made public in the US.
This May, the singer The Weeknd was the first public figure to beta test the new feature. However, the post was removed for unknown reasons.
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