Meta Tests Series Feature to Bundle Reels on Instagram and Facebook

Meta is testing a new Series feature for Instagram and Facebook, aiming to change how users engage with Reels. The company will allow select creators to group Reels as episodes in a single series. This move targets increased repeat viewing and easier access to related content.

Key Highlights

• Meta is testing a Series feature to group Reels as episodes on Instagram and Facebook.
• The feature is available to select creators and enables bundling of both new and older Reels.
• Meta may monetize the Series feature, following a model similar to TikTok's premium content.
• Mini-dramas and serial content generated $1.3 billion in the US last year according to Business Insider.

Series Feature Details

According to a report from TechCrunch, Meta is piloting the Series feature with a limited group of creators. The feature lets creators organize multiple Reels into a single collection, which will appear on their profile in a dedicated series page. Users can add both older and new uploads to a series, making it easier for viewers to find related videos without browsing through entire profiles.

If a user discovers a Reel that is part of a Series in their feed, they will have the option to view the entire series directly from that Reel. This approach aims to encourage viewers to watch linked episodes, rather than just single videos. The company wants to shift user behavior from quick scrolling to more sustained, episodic viewing.

Comparison with TikTok and Previous Features

TikTok introduced a similar Series feature in 2023, allowing creators to upload premium content that users pay to access. Meta's new feature may follow a comparable model, as the company has confirmed it is exploring monetization options for Series. However, no specific details about payment or access have been announced yet.

Meta has previously experimented with serial content formats. Instagram launched Guides in 2020, enabling creators to curate topical collections. In 2019, Instagram introduced a Series option for IGTV, grouping videos into dedicated collections. The new Series feature builds on these earlier efforts, aiming to make episodic content more accessible and organized.

Potential Impact and Industry Context

Mini-dramas and serial content have grown in popularity on social media platforms. According to Business Insider, mini-dramas generated about $1.3 billion in the United States last year, mostly through direct viewer payments. Meta's Series feature could encourage similar trends on Instagram and Facebook, making it easier for creators to produce and organize episodic content.

Meta is currently testing the feature with creators who already share episodic content. The company has seen strong engagement with serialized videos, even without a dedicated section. The Series feature could help viewers avoid missing episodes and support creators' long-form content strategies.

Statements and Future Plans

Instagram vice-president of product Tessa Lyons recently stated at the Scaleable Summit that the platform aims to support creators' long-form strategies alongside short-form content. Meta has not provided a timeline for a wider rollout of the Series feature. The company continues to evaluate user response and potential monetization methods as testing progresses.