Instagram Is Testing a New Series Feature to Compete with Streaming Services

Instagram is evolving faster than you can say “follow for more.” Between rolling out trial reels, multi-caption features and video carousels, it’s safe to say IG isn’t going anywhere anytime soon. And the latest feature might just be my new favorite.

While the feature isn’t available to everyone just yet, IG is testing out a new Series feature that will allow creators to post episodic, story-based content for their audience to binge on repeat.

Here’s what that means for creators and brands looking to grow on IG.

What is Instagram’s new series feature?

Instagram recently launched a new feature that turns Reels into bingeable playlists of up to 25 videos, complete with a “Watch Next” button and a dedicated profile tab for easy access.

How do Instagram Series work?

Once the Instagram feature becomes available, creators will be able to organize new and old Reels into a 25-piece content series. The goal is for each video to lead to the next, creating a bingeable storytelling experience similar to streaming platforms like Netflix and Hulu.

Users can get creative here, using the feature to tell stories, provide informational content in an episodic format, introduce a new product or service, showcase an offer…you get the picture. The possibilities are endless.

Why should creators use the new Series feature?

Over the last year, we’ve seen quite a few changes to Instagram’s platform and algorithm altogether. With Instagram now focusing less on likes and more on watch time and shared content, creating a bingeable series is the perfect way to keep users on your profile and engaged with your content.

The Instagram Reel Series feature is also an opportunity for brands or businesses to put their best content front and center, or introduce themselves to new viewers. While Instagram’s existing highlight feature has a similar effect, those videos are much shorter and built strictly from posting to IG Stories rather than Reels.

Who should use IG’s new series feature?

The new Instagram Reel series feature will be most valuable to personal brands offering a signature series and creators or businesses who are aiming to target Gen Z and Millennials.

While older generations still tend to prioritize television, nearly 58% of Gen Z report spending more time consuming content on social media than traditional streaming services like Netflix and Hulu.

For those willing to cross the bridge from content creator to internet director, the payoffs could be pretty big in terms of boosting your engagement and building a loyal social media community.

Will you be able to monetize Instagram Series?

Meta has not yet confirmed any monetization for Instagram series, but it’s definitely a possibility.

Back in 2023, TikTok launched a Series feature that allows creators to lock certain videos behind a paywall. Some have suggested that IG may follow suit with this new feature, but given IG already has a paid subscription feature that includes posts, reels and more, I don’t find that likely.

In my opinion, if IG is really focused on increasing watch time, they should focus on incentivizing creators more by offering better payouts for watch time and authentic content rather than passing the charge onto the audience with a secondary subscription base.

If IG chooses not to offer monetization for the new feature, the best way to get your money’s worth is to become highly strategic with your Series content and end with a rock-solid CTA.

When will the new IG Series feature become available to everyone?

As of now, there is no official launch date for the IG Series feature. Meta is actively working with select creators who are already posting signature series to test things out.

What we do know is that the feature will only be available to creators 18+ with public, creator or professional profiles.

IG typically notifies users via a banner at the top of the page or in your professional dashboard. Once you see it, just click ‘Create a Series’ and get started!

Start planning your signature series now to get ahead of the game!

Just because you don’t have access to the Instagram Series feature doesn’t mean it’s too soon to start strategizing and creating content for your new Series. If you’re ready to be at the forefront of this new release rather than scrambling on launch day, apply to work with us today and let’s Do Epic Sh*t together!