Meta tests new Series feature for Reels on Instagram and Facebook

Meta is testing a new “Series” feature for Reels on its Instagram and Facebook platforms. The feature allows select creators to bundle episodic content—both new and existing Reels—into a dedicated hub on their profiles. Each Reel in the collection functions as an episode within a larger narrative, mirroring an experience already available on competitor platforms. During this initial testing phase, Meta is collaborating with a select group of creators and content producers who have a history of sharing serialized content on Instagram and Facebook.

The feature is structured to simplify how users find and consume sequential content, particularly as Meta reports that serialized content is already gaining traction on its platforms. For example, if a creator produces a “10 days of healthier baking” series, they can bundle all 10 videos into a single series. This collection then appears in a new, dedicated tab on the creator’s profile, complete with its own page. This setup allows audiences to find all episodes, watch them in order, and pick up where they left off. Additionally, when users discover an episode while scrolling through their feed or the Reels tab, they will see an option to tap into the complete series to view other episodes. Users also have the option to save a series to watch later or stay up-to-date on new releases.

This rollout represents a strategic shift for Meta toward encouraging longer-term viewing habits, moving away from the quick, ephemeral scrolling sessions typically associated with short-form video. By organizing content into series, the company aims to build stronger viewing habits and bring audiences back to its platforms repeatedly. For creators, the tool provides a structured format for episodic videos such as tutorials and challenges. Looking ahead, Meta told TechCrunch that it is considering ways to monetize the new feature, though the company did not share specific details on what those options might look like. It is possible that Meta could follow a playbook similar to its rival TikTok, which launched its own Series feature in 2023 to let creators place collections of premium content behind a paywall that viewers can purchase for access.

Why it matters

The test signals Meta’s strategic pivot toward cultivating longer-term viewing habits rather than relying solely on quick, ephemeral scrolling. By encouraging episodic content, the company aims to drive repeat visits and increase user retention across its core social platforms.