Meta is testing a "Series" feature for Reels that lets select creators bundle related videos into episodic collections housed in a dedicated tab on their Instagram and Facebook profiles.
The test is limited to creators already publishing serialized Reels. According to TechCrunch, Meta is considering ways to monetize the feature but has not shared details about its monetization plan. The format is closely modeled on a TikTok product launched in 2023.
How the Series Feature Works
A creator groups new and old Reels into a single series, with each Reel becoming an episode in a larger collection. The series appears as a dedicated tab on the creator's profile, where viewers can find every episode, watch them in order, and pick up where they left off. Meta gives the example of a creator running a "10 days of healthier baking" sequence using the new tab to keep all episodes in one place.
When viewers encounter an episode while scrolling their feed or the Reels tab, the player surfaces an option to tap through to the full series. Viewers can also save a series to watch later or follow it to stay current as new episodes drop.
Meta says serialized content is already working on Reels, framing the new tab as a way to make discovery and retention more reliable for creators who already lean on the format.
A Format TikTok Validated First
The product mirrors a feature TikTok launched in March 2023. TikTok's Series lets creators bundle up to 80 videos at up to 20 minutes each, priced between $0.99 and $189.99 behind a paywall. According to Business Insider reporting cited by Social Media Today, TikTok mini-dramas generated roughly $1.3 billion in U.S. consumer spending in 2025, and TikTok itself pays out around $15 million a month in drama revenue. The platform has also launched a standalone mini-drama app, PineDrama, available in the U.S. and Brazil.
The serialized-content category is the same one Meta has chased on Instagram twice before. IGTV launched a Series feature in 2019, and Instagram Guides, introduced in 2020, gave creators a way to curate posts into topic-based collections. Both products were eventually deprecated. The Series test indicates Meta sees episodic short-form video as commercially proven enough to revisit, rather than another category to concede to TikTok.
Where Meta's Long-Form Push Sits Now
Instagram VP of Product Tessa Lyons told the Scaleable Summit last month that Instagram wants to become "a unique part of creators' long-form strategy in addition to their short-form strategy," according to Social Media Today. Instagram also relaunched an updated CTV app in December 2025, which fits the same shift away from a short-form-only identity.
For advertisers and brand partners, the immediate question is whether Reels will graduate from a discovery surface into a retention surface. Episodic hubs, save controls and follow-the-series mechanics are the features that turn casual viewers into return audiences. If Series performs in testing, it shifts the way creator partnerships on Reels can be structured, since campaigns can be planned as a season rather than as standalone posts.
Meta has not detailed timing for a broader rollout, pricing on any future paywall option, or which markets will see Series outside the initial creator group.
Recap
What is Meta's new Series feature for Reels?
Meta is testing a Series feature on Instagram and Facebook that lets select creators bundle related Reels into episodic collections housed in a dedicated tab on their profile. The feature is in limited testing with creators already publishing serialized content.
How does the Series feature work on Reels?
A creator can group new and old Reels into a single series, where each Reel becomes an episode. The series appears as a dedicated tab on the creator's profile. When viewers find an episode in the feed or Reels tab, they can tap through to the full series, save it to watch later, or pick up where they left off.
How does Meta's Series feature change Reels for creators and brands?
Series gives Reels an episodic format that can support multi-part storytelling on Instagram and Facebook. Creators with serialized content like tutorials and challenges can bundle posts into a season, and brand partners can plan campaigns as multi-episode sequences rather than standalone Reels. Meta says it is considering monetization options but has not shared specifics.
