Instagram is testing a new ‘lockable’ post format that fans can unlock using a code, acquired on or off platform.
This new type of posts was first shared by the @design account on Instagram, an official account that helps users discover new formats and visual trends on the platform.
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As you can see from the example below, the new ‘lockable’ posts appear blurred out with an input box asking you to enter the ‘code.’ In this case, the post specifies where to find the secret code (first # in the caption) but codes could also be given in any other ways, including off platform and offline.
This is an incredible new approach to increase fan engagement on Instagram. Brands could share codes with their super fans for access to exclusive content while generating excitement among others trying to figure out the code. Codes could be shared in Instagram Broadcast Chanels or on product packaging. The codes could be anything from numbers, secret passwords or a simple word featured on a product. The possibilities are limitless.
The new ‘Lockable” posts are somehow similar to the “Reveal” sticker that Instagram added for Stories last year, which hides your stories behind a blurred effect that can only be unlocked by sending the creator a DM.
From a desktop, the ‘lockable’ posts will invite you to transfer to the app on your phone, using an Instagram Profile QR code: