Meta is testing a new feature called “Series” for Reels on Instagram and Facebook, designed to help creators organize episodic content into dedicated collections. The company confirmed the test to TechCrunch, noting that select creators can now group both new and existing Reels into a series, with each video becoming an episode in a larger story. The series appears in a new tab on the creator’s profile, mirroring a similar feature TikTok launched in 2023.
The move signals a strategic shift for Meta, which has long prioritized quick-scrolling, short-form video consumption. By encouraging serialized viewing, the company is betting on longer engagement sessions and repeat visits — a pattern that could strengthen viewer habits and give creators a more structured way to release tutorials, challenges, or narrative content.
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How the Series feature works
Creators in the test group can bundle multiple Reels into a single series, which then appears as a dedicated page on their profile. Viewers scrolling through their feed or the Reels tab who encounter an episode will see an option to tap into the full series to watch all episodes in order. Users can also save a series to watch later or subscribe to stay updated as new episodes are added.
Meta cited examples like a “10 days of healthier baking” series, where a creator could group all ten videos into one collection. The series page shows every episode, allows playback in sequence, and remembers where viewers left off — a design that prioritizes continuity over discovery.
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Monetization and competition with TikTok
Meta told TechCrunch it is “considering ways to monetize the new feature” but did not provide specifics. The language echoes TikTok’s Series feature, which launched in 2023 and allows creators to post premium content behind a paywall that viewers purchase for access. It is plausible that Meta could follow a similar model, though the company has not confirmed any paywall plans for its own series feature.
For now, the test is limited to creators who have already produced serialized content on Instagram and Facebook. The company is likely evaluating engagement metrics and creator feedback before a broader rollout.
Why this matters for creators and viewers
For creators, the Series feature offers a more organized alternative to the fragmented way episodic content currently appears on Instagram and Facebook. Instead of relying on playlists or manual curation, creators can present a cohesive narrative arc that viewers can follow from start to finish. This could be particularly useful for educational content, fitness programs, cooking challenges, or serialized storytelling.
For viewers, the feature reduces the friction of tracking down individual episodes. A dedicated hub with playback order and progress tracking makes it easier to consume long-form narratives within a platform built for short-form video. The change reflects a broader industry trend: platforms like YouTube have long offered series and playlist features, while TikTok’s 2023 Series addition showed that even ultra-short-form platforms see value in structured, repeat-viewing content.
Meta’s test is still in its early stages, and no timeline for a public launch has been announced. The company is expected to expand the test based on engagement data and creator interest.
