The Weeknd becomes the first to use Instagram’s unlockable reels
Instagram’s new unlockable Reels feature makes its debut, and The Weeknd’s rollout serves as a blueprint for how artists can use it to engage fans.
Instagram’s unlockable reels debut
Last month, it was confirmed that Instagram was testing a new unlockable Reels feature– a tool designed to help creators share exclusive content that fans can only view by entering a secret code. Now, the feature has seen its first official use as The Weeknd has put it into action.
To tease his upcoming film Hurry Up Tomorrow, The Weeknd shared a locked Reel that could only be accessed with a code. Fans were prompted to “hurry up… and guess the secret code,” with the hint: “CLEAN TITLE FOR TRACK 3”. The correct password? ICANTSING.
What are unlockable reels?
Unlockable reels allow creators to share exclusive content that’s hidden behind a password. Users must “Enter secret code” to view the Reel, making the content engaging for fans to uncover the password and reveal the content.
According to Instagram:
“The new hidden reels feature lets you unlock exclusive content with a password. Instagram is testing this new feature as a way to let creators build excitement and buzz around exclusive content, and to help people connect over shared interests and entertaining content in a new, IYKYK, way.”
Why this matters for artists
This first official use demonstrates exactly how unlockable Reels could become a valuable promotional tool for musicians. The Weeknd’s rollout is a perfect example of how artists can reward fans with sneak peaks while building hype around a release.
Here are just a few potential use cases:
- Exclusive content drops: Share music videos, behind-the-scenes footage, or demos with fans who have access to a code.
- Fan engagement: Turn content access into a game by hiding codes in lyrics, social posts, merch packaging, or email newsletters.
- Reward superfans: Give exclusive content to fans who buy concert tickets, pre-save albums, or buy merch.
The feature provides a new way to connect with your most loyal listeners and drive deeper engagement- especially from your superfans.
When will unlockable Reels officially launch?
For now, unlockable Reels are still being tested, with only a small group of creators having access. Instagram hasn’t yet announced an official release date, but we can only assume it must be coming soon.
While unlockable Reels are still limited to select users, The Weeknd’s creative use of the feature is a glimpse into how powerful this tool could become for artists.