Instagram is adding a mysterious twist to Reels — and it’s roped in global superstar The Weeknd to lead the experiment. The Meta-owned platform is currently testing a new feature that allows creators to password-protect their Reels, inviting fans to crack secret codes and unlock exclusive content.
Fans Need to Crack the Code to Watch
This fresh update transforms short-form video consumption into something more interactive, almost like a digital scavenger hunt. Select Reels can now be locked behind a code, with creators dropping hints to guide their followers. It’s a strategy that not only fuels curiosity but also creates a sense of exclusivity.
To launch the feature, Instagram has teamed up with The Weeknd, who’s using it to tease a sneak preview from his upcoming project, Hurry Up Tomorrow. The clue he provides? “CLEAN TITLE FOR TRACK 3.”
And for those who manage to crack it — the answer is “ICANTSING” — the reward is a never-before-seen glimpse at his latest work. The code might sound cryptic, but its meaning becomes clear once fans view the teaser.
Try it out:
Creators Get a New Way to Reward Loyal Fans
This trial signals Instagram’s deeper push into interactive fan engagement tools. By locking content behind riddles or passwords, creators can turn passive viewing into a rewarding challenge. Artists, influencers, and brands can now share limited-access content in a more gamified way, making fans feel like insiders.
According to the platform, “this new locked Reels feature with secret codes and hints” offers a creative way to build momentum around exclusive drops — whether it’s new music, product launches, or campaign reveals.
Beyond The Weeknd: Potential for Brands and Influencers
Although the current rollout is limited — Instagram is also experimenting quietly via its own Design account — the potential use cases are broad. For brands, this feature could become a playful tactic to build anticipation for upcoming launches. For influencers, it’s a novel way to reward loyal followers with private content.
Instagram hasn’t yet revealed when or if the locked Reels feature will see a broader rollout. But if fan reaction to The Weeknd’s teaser is anything to go by, cracking the code could become the next big thing in social media engagement.