Meta tests episodic ‘Series’ feature for Instagram and Facebook Reels
The trial allows select creators to bundle Reels into structured episodes, mirroring strategies employed by rivals such as TikTok to build deeper audience engagement.
Meta is trialling a new ‘Series’ feature on Instagram and Facebook, enabling select creators to bundle new and existing Reels into episodic content with a dedicated profile hub. The initiative aims to encourage longer-term viewing and stronger audience habits by enabling users to watch episodes in order, save series, and receive updates. While Meta is considering monetisation options, it has not provided specifics, though the move mirrors TikTok's premium series model launched in 2023.
The feature allows creators to organise serialized content, such as tutorials or challenges, into a single series that appears in a new tab on their profile. Viewers can watch episodes in order, pick up where they left off, save series for later, and receive updates. When users discover an episode while scrolling, they will see an option to tap into the full series.
Meta is currently working with select creators and content producers who have already shared serialized content on the platforms. The launch indicates a strategic shift by Meta towards encouraging longer-term viewing and building stronger audience habits, moving away from the typical quick-scrolling nature of short-form video.
Meta has confirmed it is considering ways to monetise the feature but has not disclosed specific models. It is unclear if the final rollout will include a paywall model similar to TikTok’s, or if it will rely on other revenue streams. The scope of the testing phase and criteria for selecting creators are not fully detailed.
The move aligns with industry trends, notably mirroring TikTok’s 2023 launch of premium series. However, Meta’s approach may differ, and claims regarding future monetisation plans should be phrased cautiously. The term 'episodic' is used to describe the content structure, as 'series' is a feature name that may imply a different format to some users.
Meta’s existing infrastructure already supports serialized content, which is reportedly taking off on the platform. This newest test feature is designed to make it simpler for audiences to catch every episode of a creator's ongoing narrative, such as a multi-part challenge or instructional guide.
The trial represents a significant evolution in how short-form video is consumed on Meta’s platforms. By providing tools to structure content into cohesive narratives, the company is attempting to foster repeat visits and deeper engagement with creator profiles, potentially altering the dynamics of digital advertising and content consumption in the social media sector.
