Meta experiments with ‘Series’ feature for episodic Reels on Instagram and Facebook

Meta is experimenting with a new feature called “Series” for Reels on both Instagram and Facebook, aiming to make it easier for users to follow and engage with serialised video content. The company confirmed that the feature is currently being tested with a select group of creators.

The new tool allows creators to organise their Reels into structured Series, using both newly published and previously uploaded videos. Each Reel becomes an individual episode within a larger collection, creating a dedicated hub on the creator’s profile where viewers can access the complete story. The experience closely resembles functionality already available on TikTok.

The introduction of Series suggests that Meta is increasingly focusing on encouraging longer-term viewing habits rather than relying solely on the quick-scrolling behaviour typically associated with short-form video platforms. By organising content into ongoing Series, the company hopes to encourage audiences to return regularly and develop stronger engagement with creators over time.

For creators, the feature offers a more structured way to publish episodic content, including educational tutorials, challenges, multi-part stories, and other formats that unfold across multiple videos.

Meta also indicated that it is exploring potential monetisation opportunities tied to the Series feature. However, the company did not provide details regarding how creators might eventually generate revenue through the offering.

The move inevitably draws comparisons to TikTok’s own Series product, which was introduced in 2023. That feature allows creators to package premium content collections behind a paywall, granting viewers access after they purchase the Series. While Meta has not announced similar plans, it remains possible that the company could adopt a comparable approach as the feature evolves.

According to Meta, serialised video content is already gaining traction across its platforms, and the new feature is intended to make it easier to follow those stories. For example, a creator running a “10 Days of Healthier Baking” challenge could group all ten videos into a single series rather than leaving viewers to search for each instalment individually.

The entire collection would appear under a dedicated tab on the creator’s profile and feature its own standalone page. Users would be able to find every episode in one place, watch videos in sequence, and resume where they left off.

When users encounter an episode from a series while browsing their feed or scrolling through the Reels section, they will see an option to access the complete collection and explore the remaining episodes. Viewers will also be able to save a series for later viewing or follow it to stay updated as new instalments are released.

For the initial testing phase, Meta is partnering with a limited number of creators and content producers who already publish serialised content on Instagram and Facebook. The company plans to use feedback from these early participants to evaluate the feature’s performance and audience interactions with episodic video experiences.

As Meta continues to invest in creator-focused tools, the Series feature represents another effort to strengthen content discovery, increase viewer retention, and provide creators with new ways to organise and grow their audiences across both Instagram and Facebook.