Amid rising competition and uncertainty surrounding TikTok’s future in the United States, Instagram appears to be accelerating the rollout of new features. Just a day after reports emerged about the platform developing a dedicated iPad app, fresh reports suggest that the Meta-owned platform is now experimenting with a new feature that enables users to lock reels using a secret code. While this may seem like a fun engagement tool, it could also serve as a strategic move in Instagram’s broader bid to attract and retain users.

A report from TechCrunch reveals that the platform has been testing the feature via its Design account. In one instance, a locked reel was posted with a prompt that read “Enter secret code.” The hint for the code is “1st # in the caption”. In this case, the hashtag was “threads,” which served as the key to unlock the content. Upon entering the code, viewers were greeted with a banner reading “coming soon,” pointing towards an upcoming launch for the Design account on Threads.

While the concept might seem experimental, it carries potential beyond mere novelty. This feature could become a creative tool for brands and content creators. Companies might utilise locked reels to tease new product launches, offer sneak peeks, or generate anticipation for campaigns. The mystery element could make the experience more engaging and exciting for viewers.

For everyday users, the feature could offer a playful way to share content with a chosen group of friends. However, there’s a possibility that not everyone will be drawn to content that requires decoding. With Instagram already saturated with features and entertainment options, some users may find the extra step cumbersome.

It’s important to note that Instagram has not officially confirmed or teased this feature. As of now, it remains in the testing phase, with no clarity on whether it will see a wider rollout.