Instagram appears to be testing a new Lockable Posts feature that allows users to lock their posts behind a secret code. Instagram has not officially announced the feature yet, but a post on the Instagram Design profile seems to be teasing it.
The post shows a reel hidden behind a blurred effect. Viewers are prompted to enter a secret code to unlock the post’s contents. A hint to the secret code is provided in the post itself, but it’s likely that users will have control over how they choose to share the secret code.
According to Social Media Today, the feature could be used to boost engagement from specific parts of the user’s audience, such as superfans who have acquired a code from chosen sources. Other possible applications include discount offers or special content for previous customers. The feature may seem focused on brands and creators, but the regular user could also use it to share more personal content to select followers or friends.
This feature is similar to the Reveal Sticker that was introduced for Stories last year, which blurs the creator’s Stories until the viewer sends the creator a message. While the two features encourage different types of engagement behaviour, Lockable Posts could result in more interaction between users in a similar fashion.
(Source: Social Media Today)
