The Hottest New Instagram Feature Brands Can’t Ignore
With the debut of Lockable Reels, curiosity has ramped up around brands and creators, as the
latest trend allows content to be gated, meaning only subscribers or a select audience can view
certain reels. For marketers in the Middle East, it means new opportunities in exclusivity,
community building, and monetization
What Are Lockable Reels?
Lockable Reels give creators a way to offer premium or exclusive content.
Think of it as including behind-the-scenes footage, sneak peaks of new products, or priority access to events.
It provides a solution for Instagram’s users echoing their sentiment as audiences and users clamor for personal, private content worth money.
The Weeknd’s Case Study
When The Weeknd ran Lockable Reels to tease exclusive music, a huge proportion of his fans engaged with him at a higher level.
The Lockable Reel created anticipated exclusivity encouraging his followers to either subscribe or get active to see the product.
This demonstrated how effectively global stars leverage gated content experiences to cultivate long-term brand loyalty with fans.
Why It Matters for Brands?
For businesses, particularly in fashion, beauty, or events sectors, Lockable Reels might become a new loyalty tool.
Think of all the possibilities: exclusive previews of collections, backstage access
to shows and events, ‘member only’ tutorials, the value is about the belonging not the general reach.
Opportunities in the Middle East
In a region where both community and exclusivity is valued, Lockable Reels might significantly advance what influencer partnerships and brand storytelling can look like.
By fusing exclusivity with nuance for cultures in the UAE and the wider Middle East, there is potential for brands to create premium experiences straight from within Instagram.
