“Series” meta-tests of episodic reels on Instagram and Facebook

Meta is testing a new “Series” feature for Reels that is designed to make it easier to follow serialized content on Instagram and Facebook, the company told TechCrunch.

Some creators will now be able to create series using their own reels, both new and old. Each reel will become a link in a larger story with a dedicated hub on their profile, mirroring an experience already available on TikTok.

The launch of the new feature signals that Meta is embracing long-term viewing, rather than quick scrolling sessions, as is usually the case with short videos. Through curated series, the social media giant is looking to bring audiences back frequently and build stronger viewing habits. As for creators, the new feature provides a more organized way to release episodic videos, such as tutorials and challenges.

Meta told TechCrunch that it is considering ways to monetize the new feature, but did not share details about what it could look like.

It’s worth noting that Instagram competitor TikTok launched the series feature back in 2023, allowing creators to publish collections of premium content behind a paywall that viewers can purchase to access. It is possible that the Meta will follow similar playbooks with its own chain feature in the future.

Meta says it’s already seeing serialized content take off, so its newest quiz feature aims to make it easier to watch each episode. For example, if a creator is creating a series called “10 Days of Healthy Baking,” they can group all 10 videos into one series. The series will appear in a new tab on the creator’s profile with its own page so people can find all the episodes, watch them in order, and pick up where they left off.

When viewers discover episodes of a series while scrolling the feed or reel tab, they’ll see the option to tap the full series to watch other episodes. Users also have the option to save the series to watch later or stay up to date.

For the testing phase, Meta is working with a select group of creators and content producers who have already shared serialized content on Instagram and Facebook.