Instagram Is Testing a New Feature That Lets Creators Share Early Access to Their Reels With Followers

InstagramInstagram ReelsNew Features & Tools

Dec 5

Instagram is testing a new Early Access feature that lets creators post a Reel exclusively for their followers for the first 24 hours before it becomes public.

These Reels show a clock with a star icon on the cover in the grid and a blurred cover labeled Early Access. When viewers tap in, they see a message encouraging them to follow the creator to watch the Reel, along with a timer for when the Reel will be available for everyone and a follow button.

Instagram has not officially announced the feature, but I spotted creators like The Pasta Queen using it, and others have shared that they have access as well.

Why it matters: Early Access gives creators a way to reward their audience with advance viewing while also encouraging new people to follow. By restricting Reels during the first 24 hours, creators can spark curiosity and drive growth based on FOMO.

Here are some example use cases:

Podcasters: Share a clip from an upcoming episode, such as an interview with a highly anticipated guest.
Artists: Release a snippet of a new song or music video 24 hours before the public release.
Brand partnerships: Feature promo codes or exclusive offers that are live only during the Early Access window.

Early Access joins Lockable Reels, a feature Instagram debuted with The Weeknd that lets creators lock Reels behind a secret code. It adds a layer of gamification to content access.

Early Access is somewhat the opposite of the popular Trial Reels feature. Trial Reels shares content with non-followers first to test performance, while Early Access prioritizes a creator’s community before it goes public.

If rolled out widely, Early Access could unlock new creative opportunities for creators and brands to connect with their audience, reward loyal fans, and experiment with exclusive content or offers for those who opt in.

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