April 8, 2025
Instagram is quietly experimenting with a new feature: lockable posts that can only be viewed with a code.
Spotted on the Instagram Design profile, these posts display a blurred image and a prompt to “Enter secret code.” Once entered, the content unlocks.
At first glance, it might feel like a gimmick. Another shiny engagement toy. But dig deeper, and there’s some real strategic potential – especially for brands and creators looking to build tighter communities, reward loyal customers, or create more segmented content experiences.
Let’s break it down.
What’s actually being tested?
Right now, this is a limited test – seen only on select Meta-owned accounts. The locked post format hides a feed post behind a secret code, which users need to enter to view the content.
It’s not yet clear how widespread the test is, or whether this will make it beyond internal experimentation. But if it does, it’s not hard to imagine where Instagram might take it.
This builds on the same behavioural idea behind last year’s “Reveal” sticker for Stories (which asked users to DM to view content), but this time with a different flow: off-platform codes that unlock feed content.
Why this feature could actually work
This isn’t just about hiding content for the sake of it. Done well, it’s a way to create exclusivity, drive action, and build relationships with your most engaged audience.
Some real-world applications:
- Exclusive discounts: Offer promo codes to recent buyers that unlock VIP-only content.
- Product drops or reveals: Create buzz by teasing locked content ahead of launch.
- Event activations: Hand out QR codes or access keys at in-person events to reveal content later online.
- Community rewards: Share codes via email, DMs or loyalty platforms to thank your most engaged followers.
- Region-specific content: Deliver location-based posts without cluttering your feed for global followers.
Bigger picture
The most interesting part? It points to a continued shift in how platforms are thinking about connection. We’re moving away from broad, broadcast-first content. Users want intimacy, value and personalisation.
This test sits neatly in that trend. It also gives marketers a native way to segment audiences – something we’ve all wanted from Instagram for a while.
Of course, it depends on how Meta rolls it out. Will there be analytics? Will the codes expire? Can you customise access? Those details matter. But even the test signals intent and smart marketers should be watching closely.
It’s not a game-changer yet. But it could be a really smart tool in the right hands.
Because if attention is currency – and it is – then rewarding it with relevance, exclusivity and value is how you build loyalty in-feed. And that’s something worth unlocking.