The news: Instagram introduced a linked Reels feature enabling creators to showcase short-form videos in a series for simpler storytelling, per an announcement on its Creators account.

The feature follows a trend of creators making Reels series focused on specific storylines and themes, and will allow creators to link both new and previous content, excluding content shared only with subscribers or close friends. Instagram did not state when the tool will become globally available.

Boosting short-form’s potential: With Reels now accounting for one-fifth of Instagram ad impressions, brands and creators are increasingly turning to the format to capture attention from target audiences. Short-form videos remain especially appealing to key demographics like Gen Z, making them an essential part of a complete social strategy.

But while short-form excels at grabbing immediate attention, long-form content is generally better at building deep, sustained relationships with viewers—and US adult viewing time is already shifting toward long-form formats on platforms like YouTube.