Meta is experimenting with a new way to keep users hooked on Instagram and Facebook. The social media giant is testing a feature called ‘Series’ that would allow creators to organise related Reels into structured collections, making it easier for audiences to follow ongoing stories, tutorials and challenges without having to hunt through profiles for previous videos.
The feature, currently being tested with a limited group of creators, reflects Meta's growing interest in encouraging longer-term engagement at a time when short-form video platforms are battling for viewer attention.
A Netflix-style experience for Reels
According to The Indian Express, under the proposed system, creators would be able to group multiple Reels into a single collection, with each video serving as an episode within a broader series. Instead of viewers stumbling across disconnected clips, they would be presented with a more organised viewing experience.
For example, a creator documenting a month-long fitness challenge or a step-by-step cooking course could place all related videos within one dedicated series. Users who watch a particular episode would then have an easier route to previous and future instalments.
The feature is expected to appear as a separate section on creator profiles, allowing viewers to move through episodes sequentially and continue watching where they left off.
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Meta shifts focus beyond endless scrolling
The move signals a subtle shift in Meta's content strategy. Reels were initially designed around quick consumption and rapid scrolling, but the company now appears eager to encourage viewers to return repeatedly for ongoing content.
According to The Indian Express, users who discover a Reel that belongs to a series may receive prompts directing them to the complete collection. Viewers could also save an entire series for later viewing and receive updates when new episodes are added.
This approach mirrors trends already seen across streaming services and digital entertainment platforms, where serialised content tends to generate stronger audience loyalty and repeat engagement.
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Competition with TikTok enters a new phase
According to The Indian Express, the development inevitably draws comparisons with Tiktok, which introduced its own Series feature in 2023. TikTok's version allows creators to package premium video collections behind a paywall, creating an additional revenue stream beyond traditional advertising.
Meta has not revealed whether its version will include paid access or subscriptions. However, the company has confirmed that it is exploring monetisation opportunities tied to the feature.
The concept is also not entirely new for Meta. The company previously launched Guides on Instagram and introduced a similar Series function for IGTV before that platform was eventually discontinued.
