<p class=”” data-start=”113″ data-end=”409″>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.</p>
<h3 class=”” data-start=”411″ data-end=”455″><span style=”color: #ba372a;”><strong data-start=”415″ data-end=”455″>Fans Need to Crack the Code to Watch</strong></span></h3>
<p class=”” data-start=”457″ data-end=”772″>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.</p>
<p class=”” data-start=”774″ data-end=”974″>To launch the feature, Instagram has teamed up with The Weeknd, who’s using it to tease a sneak preview from his upcoming project, <em data-start=”904″ data-end=”923″>Hurry Up Tomorrow</em>. The clue he provides? “CLEAN TITLE FOR TRACK 3.”</p>
<p class=”” data-start=”976″ data-end=”1187″>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.</p>
<p class=”” data-start=”976″ data-end=”1187″><em><strong>Try it out:</strong></em></p>
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<h3 class=”” data-start=”1189″ data-end=”1240″><span style=”color: #ba372a;”><strong data-start=”1193″ data-end=”1240″>Creators Get a New Way to Reward Loyal Fans</strong></span></h3>
<p class=”” data-start=”1242″ data-end=”1559″>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.</p>
<p class=”” data-start=”1561″ data-end=”1773″>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.</p>
<h3 class=”” data-start=”1775″ data-end=”1838″><span style=”color: #ba372a;”><strong data-start=”1779″ data-end=”1838″>Beyond The Weeknd: Potential for Brands and Influencers</strong></span></h3>
<p class=”” data-start=”1840″ data-end=”2163″>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.</p>
<p class=”” data-start=”2165″ data-end=”2401″>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.</p>
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