Instagram has introduced a new feature called Unlockable Reels, where creators can post Reels that only people with a special code can watch.
This feature was first tested in early April and is now being used officially by The Weeknd.
He shared a hidden clip from his upcoming movie, Hurry Up Tomorrow, and fans can unlock it by entering the code “ICANTSING” on his Instagram profile.
Instagram says this tool helps creators build excitement and give exclusive content to superfans.
It could also be useful for brands, who might share special offers or updates only with selected followers.
For now, Unlockable Reels are being tested with a few creators, but Instagram may make them available to everyone later.
This feature is a new way to connect more closely with followers through private, invite-only content.