The news: Meta is testing a new “Series” feature with a small group of creators, allowing them to organize multiple Reels into episodic collections, TechCrunch reported Tuesday.

The feature, currently being tested on Instagram and Facebook, is designed to give Reels a more serialized format by housing related videos in a dedicated hub on creators’ profiles. While browsing Reels, users may begin seeing prompts to continue watching a related series tied to a specific video.

Zooming out: Meta is likely betting that making short-form video feel more like ongoing, story-driven content will keep users on its platforms for longer while strengthening its influencer and brand marketing power. The company launched a similar linked Reels feature last year that allowed creators to manually link related Reels together; its Series update allows creators to package each Reel as an episode in a larger serial.

Meta is trying to build repeat viewing habits for video, which is becoming the core format on Meta’s social networks and a key element of its ads business.

• Reels accounted for one-fifth of Instagram ad impressions in Q2 2025, per Tinuiti, showing that the format is already meaningful to advertisers.
• Watching Reels is also the most popular social media activity among Instagram users in several key geographies, according to Morning Consult—suggesting a sizable audience base to push toward a serialized viewing experience.
• The average US social network user will spend one hour and 17 minutes per day with social video this year, per our forecast. Serialized viewing options could help Meta capture a larger share of that time spent as viewers bounce between platforms like Instagram, TikTok, and Youtube Shorts.

Why it matters: Short-form is already effective at attracting immediate audience attention, but longer-form content is better suited for building relationships with viewers. Serialized Reels with dedicated hubs could help Meta encourage users to watch multiple Reels in sequence, extending engagement beyond a single video.