INSTAGRAM is testing a new feature that locks away videos behind secret codes.
The experiment means you can't see what the Instagram Reel is until you type in the right word or phrase.
You can currently see the experiment on Instagram's own Design account,
The image is blurred and you're asked to “Unlock this reel from Design”.
Below it is a “hint”, which in this case reads: “1st # in the caption.”
And then underneath that is a box with a key symbol where you can type.
If you tap in the wrong code then you're stuck.
But if you enter the correct code – in this case “” – then you'll be taken straight to the Reel.
The feature was spotted by by TechCrunch, which says that it could be used by Instagram stars to test their most loyal fans.
“It could also offer creators and celebrities a way to share exclusive reels with their most dedicated fans, who are more likely to know the answer to hints,” the website reported.
“For example, a creator may lock a reel with the hint, ‘my birthday' or ‘my dog’s name' in order to share exclusive content with loyal followers.”
Instagram used the code to hide a Reel that teased the launch of its Design account on Threads – the Twitter-style spin-off app.
But it's easy to imagine app users taking advantage of the same feature to create puzzles for friends or just limit who can see posts.
And it could be a clever way for celebs, , and brands to promote their content.
Unfortunately there's no way of knowing how widely the feature will roll out – and how long it will take.
Flying Eze has asked Instagram for comment and will update this story with any response.
It comes just days after Instagram was reported to be working on a brand new app.
The is said to be creating an for the first time.
An app for Instagram had previously been described as “not a priority” by the app's chief.
That was despite the fact that Instagram launched in 2010, the same year as ‘s first iPad.
Back in 2020, Instagram chief Adam Mosseri said: “We'd like to build an iPad app, but we only have so many people and lots to do.
“And it hasn't bubbled up as thenextbest thing to do yet.”
But a report by The Information claimed that Instagram is finally developing an iPad app.
It would provide a better way to use Instagram on the Apple tablet. Currently users simply see an ugly scaled-up version of the iPhone app – even on the .
Sadly Instagram hasn't confirmed plans for an iPad app, so don't get your hopes up just yet.
