Instagram recently announced a new feature that brands and creators can use to reward and engage their most loyal fans: Unlockable Reels.

Unlockable Reels are exactly what they sound like—short-form video content that’s locked behind a code. Users can’t view the Reel until they enter the correct code which will unlock the Reel. Whether you drop a code via email, DM, your product packaging, or even a live event, this provides a new tool to strengthen your online community, build engagement and brand loyalty, create exclusive "VIP” content, and drive sales.

10 Creative Ways to Use Unlockable Reels

Here’s how creators, brands, and service-based businesses can use this feature effectively.

1. Drop Exclusive Content

Reward your superfans with early access to:

Limited-time products
Merch drops
Event tickets

2. Behind-the-Scenes Magic

Want to build trust and connection? Share what really goes into your business behind-the-scenes:

Unreleased music or content
Office tours or your creative process
Special messages for your super fans

3. Secret Discounts + Promo Codes

Drop discount codes, special offers, or exclusive bundles to increase sales and reward repeat buyers.

4. Interactive Campaigns

Create a series of Reels that require fans to:

Complete a quiz or participate in a digital scavenger hunt
Watch part 1 before unlocking part 2
Find a code hidden in a past post or email

This works especially well for launches.

5. Lead Magnet Bonuses

Already offering a freebie or email opt-in? Add a code inside the lead magnet that unlocks bonus material, like a video tutorial, mini-training, or templates.

6. Product or Service Teasers

Planning a new product release or offer? Use Unlockable Reels to build buzz with teaser content that only unlocks after your audience takes action (ex: joining a waitlist or commenting a post).

7. Client-Only Content

Perfect for agencies, coaches, or consultants. Deliver mini trainings, thank-you videos, or bonus material for your clients. You could even share a sneak peak to potential clients to encourage engagement.

8. Event Exclusives

Spoke at an event or hosted a webinar? Add even more value by dropping a code in your materials that unlocks an attendee-only recap or bonus tips.

9. Story-Based Series

Create a watch-to-unlock sequence where followers engage with one post to access the next. This could be:

A 3-part client transformation
A storytelling Reel series
A guided challenge

10. Subscriber-Only Lessons

Have a paid community or membership? Use Unlockable Reels to deliver content that’s only available to those subscribers like bonus tips, accountability support, surprises, and more!

Final Thoughts

This is an exciting update that you can add to your content strategy to build a long-term connection with your audience and drive meaningful results beyond views. If you need help coming up with Instagram strategies and tips for using Unlockable Reels in your upcoming launches, loyalty campaigns, and content series, learn more about how we can work together!

For more tips like this, follow me on Instagram and LinkedIn to stay up to date on the latest social media trends + features.