Episodic Reels on Instagram and Facebook: Meta tests Series

What has changed: Meta introduces the Series format for Reels

In early June 2026, Meta confirmed to TechCrunch to be testing a new feature called Series . The logic is pretty straightforward: creators and brands will be able to bundle multiple Reels into episodic sequences, building ongoing stories across Instagram and Facebook. That said, the feature is still in testing and isn't out for everyone yet.

This is a game-changer compared to the usual Reels format. Until now, every video was a standalone, one-off piece of content. Instead, Series brings in a serialized setup that helps keep your audience coming back for more. Because of this, industry experts instantly started looking at what it means for the creator economy and brand strategies.

The episodic model: how Series works in practice

From a practical standpoint, Series lets you group multiple Reels under a single thematic folder. Users who watch the first episode can easily find their way to the next ones. Plus, the platform might roll out algorithmic recommendation features just for episodic content. This isn't 100% confirmed yet, but it totally fits the path Meta has been following lately.

Specifically, the model closely mirrors that of shows on platforms like YouTube or TikTok, where ongoing storytelling is already a proven engagement driver. Similarly, Meta wants to bring this approach into its own ecosystem. As a result, creators who have already tried out episodic formats on other channels will have a major head start.

According to research by McKinsey , personalized and structured content generates significantly higher conversion rates compared to generic content. Therefore, a format that favors building loyal audiences is consistent with the most advanced marketing priorities.

The monetization issue: everything is still open

Meta has announced that it's looking into ways to make money from Series. However, they haven't shared any specific details yet. This leaves the door wide open for guessing what kind of tools might be rolled out. Some of the most likely guesses include: pre-roll or mid-roll ads between episodes, subscriptions for premium series, and revenue sharing with qualified creators.

Despite this, the lack of details shouldn't be seen as a negative sign. On the contrary, it shows that Meta is moving carefully, probably to avoid mistakes made in the past with other monetization tools. In fact, the platform's recent history shows a tendency to test quietly before scaling things up fast.

For retail brands and B2B SMEs, this waiting game is actually a great window of opportunity. Anyone who sets up an episodic content strategy today will be all set to cash in as soon as these features roll out. We at SHM Studio we recommend not waiting for the official release to start thinking about the format.

Immediate impact for retail brands and Italian SMEs

For Italian SMEs in retail and B2B, Series opens up real possibilities. Think about a manufacturing company that wants to show its production process across multiple episodes, or a fashion brand building a seasonal mini-series around its products. In both cases, the episodic format helps build a stronger bond with the audience.

Plus, the serial format is great for building industry authority. A B2B company can roll out a series of educational Reels on a specific topic, making itself the go-to expert for its audience. This kind of content has value way beyond a single view. Because of that, the potential ROI is higher compared to one-off Reels.

From the perspective of digital marketing strategy , Series fits into a more mature editorial approach. It's not just about cranking out videos, but designing a storytelling arc with clear goals for each episode. This takes content planning skills that need to mix smoothly with video production and distribution across Meta channels.

The construction site is still open: what is missing to really evaluate Series

Some critical variables still can't be evaluated. First of all, it's not clear which accounts will get access to the format during testing. Also, we don't know if Series will be available for both personal profiles and business pages. These details are super important for figuring out how relevant the format is for small businesses.

Next up, it's gonna be super important to watch how the algorithm handles these series compared to regular Reels. If Meta pushes the format harder in recommendations, jumping on it early will give you a major edge. On the flip side, if the algorithm treats them just like everything else, the value of Series is all gonna come down to how good your storytelling is.

According to Gartner , brands that adopt new social formats in the early testing stages achieve an average organic visibility advantage of 20-35% compared to late adopters. Thus, timing in this case has a measurable value.

Integration with the existing content strategy

For those who already manage a structured presence on Instagram and Facebook, Series doesn't require a total overhaul. Instead, it invites you to reorganize existing content into a sequential flow. For example, a bunch of tutorials you've already made can be repackaged as episodes of a themed Series. This lets you make the most of what you already have without spending a ton more time or money.

Similarly, those planning new campaigns can already integrate an episodic logic into the creative brief phase. This way, the content will be natively compatible with Series as soon as the format becomes available. The copywriting for each episode should follow a structure that invites continuation, with clear narrative hooks from one episode to the next.

In addition to this, it is important to consider integration with other Meta tools. The paid campaigns could in the future promote individual episodes or entire Series. Similarly, the LinkedIn campaigns can complement distribution on Meta for B2B brands operating across multiple social channels.

Outlook: where Series can go in the 2027-2028 biennium

Looking ahead to the medium term, Series has the potential to become one of the most important formats in the Meta ecosystem. In fact, the episodic style taps into a real user need: content that builds anticipation and habit. This is the exact mechanism that made podcasting and streaming series so huge over the last few years.

Therefore, it's reasonable to expect Meta to invest heavily in this format throughout 2027. Once monetization features are locked down, they could attract pro creators and brands with dedicated budgets. As a result, the competition level for this format is going to jump quickly after the official launch.

For Italian SMEs, the window for competitive advantage is right now. Those who build internal skills or rely on specialized partners — such as SHM Studio — to develop an episodic content strategy, it will have a solid positioning once the format matures. In this sense, investing now in AI tools for content production can significantly reduce the costs of serial production.

Finally, it is worth keeping an eye on how European competitors handle this. The Italian market is usually slower to pick up new social formats. So, those who move early get organic visibility margins that probably won't happen again later. To figure out the best strategy for your niche, you can contact the SHM Studio team or explore the resources available in our Blog .