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Scarcity as an attention grabbing tactic isn’t new, from walk-in only restaurants and no phone nightclubs to fashion drops, but access may be getting more of a moment in social media. Instagram is testing a ‘locked reels’ feature, that requires users to input a password to access the content. The feature was first tested on Instagram’s own channel, but has now been seen on artist The Weeknd’s page, requiring a password to see content from his new film. As social media moves further from #followers to #reach, the ability to still reward those who strongly support a #brand is needed. Features such as Instagrams, show how subtle shifts can still reward deeper engagement in a reach based world. Similar to a recent 90’s esque website that was only online a few hours a day, media may be shifting further away from attention at all costs. ------------------------------ Subscribe to get our weekly newsletter on: Substack: https://thesundaystrategy.substack.com/ LinkedIn: https://www.linkedin.com/build-relati... Find out more at https://newclassic.agency