Multi-part reels just got easier to follow, as Instagram rolls out series feature
The new feature lets creators link Reels directly into a sequence, allowing viewers to go through the series easily.
With users spending an average of 1 hour daily on TikTok, compared to 33.1 minutes on Instagram, according to Exploding Topics. Instagram has been in a relentless game of catch-up since its rival's explosion in 2020.
Reels was Instagram's first big move, a direct response to TikTok’s short-form dominance. Then came remix tools, familiar to anyone who had seen TikTok’s “duets.” Now, Instagram is rolling out another feature that lets creators string videos together in a series. TikTok users have long relied on this format to keep viewers hooked from part one to part five of a story, and Instagram clearly doesn’t want its creators left behind.
Until now, if you posted a multi-part story on Instagram, your audience had to work for it, scrolling through your profile, hoping to find “part two,” or relying on you to remind them in the caption. That friction meant some people dropped off midway. The new feature removes that hassle by letting creators link Reels directly into a sequence, and simply tap a button at the bottom left to move to the next video.
It might sound like a small tweak, but it tackles the big problem of attention spans. With the average Instagram Reel viewer retention dropping to 33% by the 10-second mark, as per SQ Magazine, minimising any friction is key. Creators know that even the slightest interruption can cost them viewers, and Instagram knows that keeping people inside Reels for longer is good for business. A cooking creator can now neatly group a set of food recipes; a travel vlogger can stitch together a trip itinerary. It’s smoother for the audience and more rewarding for the creator.
TikTok has had this since 2023, but Instagram waited until demand was loud enough to roll it out. That suggests two things. First, creators are driving the product roadmap more than ever. Second, Instagram wants to do more than just mimic TikTok. Now it is fine-tuning features for its own ecosystem.
This likely won’t change the game overnight. But in the endless battle for eyeballs, small usability wins like this often add up. If viewers can follow stories more easily, they’re more likely to stick around, and that could turn casual scrollers into loyal followers.
With this update, creators can keep their stories intact in one place, and audiences can follow along without the jolt of jumping elsewhere.
Emmanuel Oyedeji
