Instagram tests new features: Unlockable reels and monthly recaps
Instagram is testing two features that could offer artists and creators fresh ways to engage fans and track performance on Instagram.
Instagram is testing two new features aimed at boosting engagement and performance insights on the platform: unlockable Reels and monthly performance recaps. While still being tested, both tools could present new opportunities for artists and creators looking to build deeper fan connections and better understand their audience.
Unlockable Reels
Instagram has officially begun testing a new unlockable Reels feature, as revealed by Instagram’s official @design account. Aiming to spark engagement, the idea is simple: a Reel appears locked and blurred, prompting viewers to “Enter secret code” to unlock and view it. Instagram’s post includes a subtle clue, making it fun for fans to unlock the reel.
Image credits: Design
For artists and creators, this opens up exciting engagement opportunities to deepen your connection with your fans:
- Reward superfans– Share the code with fans who buy your music, merch, or tickets.
- Exclusive content drops– Share behind-the-scenes footage, unreleased tracks, or special messages hidden behind the code.
- Promo codes and giveaways– Turn your Reels into interactive campaigns, where fans must engage in some way to access a discount or prize.
- Run interactive campaigns– Build treasure hunt-style experiences across platforms to deliver codes that unlock Reels.
The feature builds on Instagram’s earlier “Reveal” sticker for Stories, which required users to reply before seeing the content. Unlockable Reels take this idea further by requiring a code to unlock feed content. There’s currently no confirmed release date, but the feature is labeled as “coming soon”.
The test also included a preview of Meta’s Community Notes, similar to Twitter/X that adds more context to posts through crowd-sourced annotations.
Monthly recaps
Instagram is also testing out a monthly recap feature designed to give creators a clearer picture of how their content is performing. Delivered in a Story-like format similar to Spotify Wrapped, this recap highlights key data from the previous month:
- Total Reels and posts views (with month-on-month comparisons %)
- Views from non-followers
- Top-performing posts
- Audience activity trends
- Tips and suggestions to improve performance
Of course, this isn’t anything particularly groundbreaking for the platform. Instagram already offers analytics through its Insights tab, but many users rarely check them. Monthly recaps deliver this data directly to creators via notification. By presenting this data in a digestible, visually engaging format each month, these recaps make it easier to stay focused on growth and engagement without having to look around for your insights.
For artists, this could be a helpful reminder of what content is working, when your audience is most active, and ultimately grow your presence on the platform.
Instagram hasn’t confirmed when either feature will roll out more widely, but the tests show promising ways artists and creators can deepen connections with fans and sharpen their strategy.
