Instagram is rolling out a brand-new feature: Unlockable Reels. These Reels appear on your profile as blurred, grey blocks—visible to everyone, but only viewable by those who enter a secret code. It’s a fun way to share exclusive content with your most loyal followers!

So, how should creators actually use this feature? Great question! We see Unlockable Reels as a powerful tool for building community, driving engagement, and offering bonus value. Here are three smart strategies to get started:

1. Grow Your Instagram Broadcast Channel

Want to turn casual followers into a tight-knit community? Use your Unlockable Reel as an incentive to join your broadcast channel. Simply share the access code inside the channel to reward those who’ve opted in. Brands like Set Active and Parke already use broadcast channels to drop sneak peeks, early access links, and exclusive discount codes

2. Drive Email List Signups

If your social channels disappeared tomorrow, would you still be able to reach your audience? If not, it’s time to build your email list. Use unlockable Reels as gated content—then share the code via your welcome email or weekly newsletter. You can even link your signup form and build your email list directly in your Creator Store!

3. Boost Engagement with Comment Prompts

Looking to drive comments and DMs? Post a prompt asking followers to comment on a recent post in exchange for the unlock code. Then, slide into their DMs with the code—either manually or using an auto-responder tool.

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Whatever you share behind the unlock, make sure it delivers real value. Think sneak peeks at an upcoming product launch, a discount code or early access to a sale, or bonus educational content or behind-the-scenes insights. Remember: The more exclusive it feels, the more your audience will want in.

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