Instagram is slowly rolling out its latest experiment, the ability to club multiple Reels into a series. The staggered launch does not allow all users to have access yet, but the feature has already sparked conversation among brands, agencies, and creators. At its core, the update lets audiences watch connected Reels back-to-back, turning short-form bursts into a more immersive, bingeable experience.
For many in the industry, this marks a turning point in how campaigns and narratives can be built on Instagram. Rohit Sakunia, Founder, ArtE Mediatech, calls it a long-overdue update, “This to me looks like a game-changer moment for episodic storytelling. Both brands and creators can now build narratives that get audiences coming back, whether it’s product launches in chapters, mini docu-stories, or step-by-step tutorials. Don’t know why it took Instagram this long, considering we already had YouTube playlists or TikTok’s ‘Part 1, Part 2’. Now this gets baked directly into Instagram for better discovery and binge-watching.”
From a brand perspective, the potential lies in structured campaigns that unfold like mini web shows. Instead of banking on one-off viral hits, marketers could now script arcs designed for sequential consumption. Anjali Krishnan, Consumer Lead, Mondelēz India, notes how episodic structures may finally help brands stretch their narratives beyond TVCs, “Historically, short-form video and particularly reels has grown exponentially. I definitely think that it does help brands land a message which is beyond just their TVC. The use of influencers helps brands communicate aspects that don’t really come to life with just regular communication. This series features will help to go for sequential storytelling, which works extremely well if you have more than one message you want to reach the consumer with over time.”
Aadil Mehta, Co-Founder, TING, expects this shift to redefine campaign planning, “This update will really push creators and brands to move from one-off, standalone content towards episodic storytelling. With Reels now being clubbed into a series, you can build a journey, whether that’s a campaign arc, a product launch, or even an educational series. For influencers, it’s an opportunity to create a ‘show-like’ experience for their audience. For brands, it means their campaigns can now unfold in a more structured way, with each episode building anticipation for the next.” Aadil also highlights Instagram’s attempt to get us to consume longer formats on the platform, similar to YouTube. The shift is not just about extending video duration, it’s about reshaping user behavior, pushing audiences to spend more time on the app. In a way, Instagram might be signaling that it doesn’t just want to be a scroll-and-swipe platform, but a destination for immersive content.
Aadil highlights the opportunity it holds for brands. He explains, “Since discovery on Instagram isn’t as easy or as structured as on YouTube, this feature gives brands an opportunity to create more IPs and build stronger story-driven content that audiences can actively follow.”
For brands dealing with influencers, especially those requiring education and trust, the feature opens up new playbooks. Namita Kothari, Founder, Akoirah by Augmont, sees the relevance and explains, “Instagram’s Reels Series feature is a significant leap forward in enabling storytelling continuity which is especially important in emotionally driven categories like jewellery. For a product like lab-grown diamond jewellery, where purchase intent is built through education, inspiration, and trust, episodic content can play a huge role in the conversion journey. Creators can now build themed mini-series such as ‘Festive Looks Under ₹50K’ or ‘Behind the Sparkle: The Story of Lab-Grown Diamonds.’” She also explains how instead of audiences mindlessly scrolling past, this feature will help them follow a narrative, waiting for the next part, investing more attention. That shift, from passive consumption to active viewing, inevitably extends session time and strengthens brand recall without feeling forced.
The optimism, however, is tempered by questions around discoverability and measurement. Instagram’s algorithm is still heavily skewed toward viral, single-hit Reels. Will audiences commit to following an episodic arc, or will this format struggle to break through?
Danny Advani, Head of Business Strategy, Dot Media, cautions against overhyping, “Video content platforms right now have been pushing micro drama and long format content for months. This new update allows brands and influencers to show content in a more planned manner. But let’s be real — views as a metric have been dying. Smarter brands have already pivoted to shares and saves. This update might bring CPV back as a metric to drive intent viewability, but whether it creates real impact depends on execution.”
But, as Instagram subtly nudges both brands and creators toward longer storytelling formats, the opportunity lies in moving from fragmented posts to structured arcs. Vibhor Gulati, Co-founder, Defodio Digital, highlights how the feature can reshape campaign continuity, “The ‘Reels series’ feature opens the door to episodic content, like fitness challenges, travel diaries, or style lookbooks that keep audiences coming back. For brands, it allows sequenced campaigns: a teaser leading into a demo, then into testimonials or behind-the-scenes clips. This continuity builds stronger recall, makes content binge-worthy, and keeps viewers engaged with a brand’s story for longer.”
However, questions also remain about how differently the performance will be measured in this new format. Episodic storytelling creates space to rethink traditional reels metrics: will brands continue to chase views on individual videos, or will the focus shift to deeper engagement? Aadil explains, “On the measurement side, the metrics could evolve beyond just reach or likes on an individual post. We might start looking at binge behaviour, how many people completed a series, what drop-offs look like between episodes, and how the overall watch time stacks up. That kind of insight would help brands optimise content mid-campaign and also assess impact more holistically.” Supporting this, Rohit adds that campaigns may now be planned as journeys rather than one-offs, “This now won’t just be about views anymore. It will be about the reel’s completion rates, drop-offs, and series engagement. To me, it feels this can strengthen engagement and brand recall.”
What remains to be seen is whether audiences will adapt to Instagram’s version of binge-watching. Unlike YouTube, which thrives on playlist discovery, Instagram’s strength has always been instant hits served by the algorithm. The Reels Series feature asks for patience, attention, and repeat viewing, qualities not always associated with thumb-stopping short-form content.
If it works, campaigns on Instagram may start looking less like quick bursts and more like mini-web shows, with arcs that build over time. If it doesn’t, the feature risks becoming another addition to Instagram’s growing list of underused tools. This could push brands to experiment with storytelling in ways that keeps audiences invested over time. But whether viewers are ready to follow episodic content on a platform built for instant scrolling remains to be seen.
