Key takeaways:
1. Create Exclusive Experiences: Lockable Reels let you share password-protected content, perfect for VIP offers, product previews, or behind-the-scenes moments.
2. Boost Engagement Through Interactivity: Use clues, hints, or contests tied to the code to turn content into a game, increasing time spent and interaction with your brand.
3. Keep It Strategic- Exclusivity is powerful, but overusing locked content can hurt reach. Use it for high-value moments that truly deserve the spotlight.
Instagram is now rolling out a new feature called Lockable Reels, allowing creators and businesses to share password-protected reels (Instagram videos). This feature adds a layer of exclusivity, enabling content to be accessible only to those who have the correct code.
Lockable reels are a new, unique opportunity for brands to boost engagement, as well as build and nurture their community. Keep reading to discover more!
What Are Lockable Reels?
Lockable Reels are short videos on Instagram that require a password to view. When a viewer encounters a locked Reel, they see a blurred preview with a prompt to "Enter secret code." Only by entering the correct code can they access the full content. This feature was first tested on Instagram's official @design account, where users had to enter the code "threads" to unlock a teaser for the platform's Threads debut.
How to Set Up a Locked Reel
This feature is only just rolling out, so it might not be available for you to use yet! However, if it is available for you, here’s how it works:
To create a Locked Reel, ensure your Instagram app is updated to the latest version. When uploading a Reel, you'll have the option to add a password and an optional hint to guide your audience. Once published, viewers will need to enter the correct code to view the content.
Benefits for Businesses and Creators
1. Exclusive Content Sharing
Lockable Reels allow businesses to share exclusive content, such as early access to product launches, special promotions, or behind-the-scenes footage, with a targeted audience. This exclusivity can foster a sense of community and reward loyal customers.
2. Interactive Campaigns
By incorporating hints or clues into the captions or accompanying posts, businesses can create interactive campaigns that engage their audience. For example, a brand might run a scavenger hunt where each clue leads to a code unlocking a new Reel.
Real-World Example
The Weeknd utilized the Locked Reels feature to share a clip from his film "Hurry Up Tomorrow," accessible only to fans who entered the secret code "ICANTSING." This approach generated buzz and provided an exclusive experience for his audience.
How Could Your Brand Use Lockable Reels?
Lockable Reels aren’t just a fun new feature — they’re a smart way to drive engagement while deepening brand connection. Beyond promotional campaigns, they offer a unique opportunity to build brand awareness and educate your audience.
Promote Brand Knowledge in an Interactive Way
One effective approach is to gamify the experience by asking followers to answer a question about your brand to unlock a special offer, like a first-order discount code. For example:
• Hint: What year were we founded?
• Hint: What’s the hero ingredient in our skincare range?
• Hint: Which suburb is our flagship store located in?
This encourages users to explore your website or socials and learn about your brand, making your brand more memorable in the process. It not only creates a sense of discovery and exclusivity but can also lead to more informed, motivated purchases.
Considerations & Predictions
While Locked Reels offer exciting opportunities, it's essential to balance exclusivity with accessibility. Overuse or overly complex codes might deter some viewers. Additionally, as the feature is still in its early stages, it's crucial to monitor audience feedback and engagement metrics to refine your strategy.
At Born Social, we recommend getting in early and leveraging this as soon as this is rolled out to your account. Like many new features, we predict this will be a fun novelty that many users will be willing to engage with when it first releases, though it may become old fast – especially for cold audiences.
Conclusion
Instagram's Locked Reels feature presents a novel way for businesses and creators to engage with their audience through exclusive, password-protected content. By leveraging this tool thoughtfully, you can foster a sense of community, drive engagement, and explore new monetisation avenues.
Note: As of now, Locked Reels are being rolled out gradually. Ensure your app is updated to access this feature.