Instagram has officially launched its new ‘lockable Reels’ feature, first spotted in April. The platform is now rolling it out, starting with a collaboration with musician The Weeknd.

Lockable Reels lets creators post short videos hidden behind a secret code. Users who want to view them must type in the correct keyword, usually based on a hint given by the creator. Until then, the video remains inaccessible.

Instagram says the feature will “let creators build excitement and buzz around exclusive content, and to help people connect over shared interests.”

The Weeknd is the first to try it out

To kick things off, Instagram partnered with The Weeknd. He is using the new feature to give fans a preview of his upcoming film “Hurry Up Tomorrow.” In his lockable Reel, The Weeknd asks fans to enter the code based on the hint “CLEAN TITLE FOR TRACK 3.” If fans can figure it out, they will get early access to the clip.

This feature was first tested by Instagram’s Design account, where users had to solve a hint to unlock a blurred Reel. The video platform is testing the feature and is yet to roll it own to all users.  

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