The Weeknd is collaborating with Instagram to launch this feature, offering fans an exclusive sneak peek of his upcoming clip “Hurry Up Tomorrow” using the secret-code Reels.
The new feature aims to help creators generate buzz and engage with their audience by sharing exclusive content that feels like a secret club.
This feature provides creators and brands with a creative way to kick off promotions or marketing campaigns, such as teasing new products or building anticipation for upcoming releases.
Instagram has previously introduced exclusive content features like “Reveal” Stories, and the locked Reels feature is another addition to the platform’s interactive tools, though its success is uncertain.