Instagram isn’t exactly known for its library of web series, but the Meta-owned platform is looking to cash in on a recent phenomenon by upgrading the Reels format. A new feature lets Instagram users link together related Reels to create sequences that facilitate long-form storytelling.
Reels can be linked together during the editing process, either on the captions page or through the menu that shows previously shared Reels. A new button will connect linked Reels, allowing viewers to seamlessly transition from episode to episode.
Previously, Instagram creators had to rely on clunky segues (i.e. “come back for part two”) if they wanted viewers to follow the thread of a multi-Reel tale. According to TechCrunch, Instagram is introducing linked Reels — which was a highly requested feature — to make it easier for viewers to discover videos that are directly related to uploads they’ve previously watched. Collections, such as a compendium of seasonal recipes or a list of restaurant reviews, can also be compiled via the new feature.
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Though there are many potential uses for linked Reels, the feature is, at its heart, the latest example of a time-honored Instagram tradition: Copying something that works on TikTok. Earlier this year, TikTok viewers became enraptured by The Group Chat, a series spread out across dozens of short videos. 80 million views later, The Group Chat has catalyzed a revival of the long-dormant web series format.
Once common on YouTube, web series have now found new audiences by appealing to the Gen Z denizens of TikTok. Minidrama studios have cashed in on that revival, especially in China, where the minidrama industry approached $7 billion in revenue in 2024.
The rise of the minidrama gives Instagram about seven billion reasons to roll out linked Reels. When you add in the marketing potential of sequential short-form clips, the new feature becomes a no-brainer — even if we’re starting to get tired of Instagram copying TikTok all the time.
