Meta is testing a new “Series” feature for Reels that’s designed to make it easier to keep up with serialized content on Instagram and Facebook, the company told TechCrunch.

Select creators will now be able to create a series using their Reels, both new and old. Each Reel will become an episode in a bigger story with a dedicated hub on their profile, mirroring an experience that’s already available on TikTok.

The launch of the new feature indicates that Meta is embracing longer-term viewing, rather than quick scrolling sessions, as is normally the case with short-form videos. With organized series, the social media giant is looking to bring audiences back repeatedly and build stronger viewing habits. As for creators, the new feature offers a more organized way to release episodic videos, like tutorials and challenges.

Meta told TechCrunch that it’s considering ways to monetize the new feature, but didn’t share specifics on what that could look like.

It’s worth noting that Instagram rival TikTok launched a Series feature back in 2023, allowing creators to post collections of premium content behind a paywall that viewers can purchase for access. It’s possible that Meta could follow a similar playbook with its own series feature in the future.

Meta says it’s already seeing serialized content take off, so its newest test feature is meant to make it simpler to catch every episode. For example, if a creator is doing a “10 days of healthier baking” series, they can bundle all ten videos into a single series. The series would appear in a new tab on the creator’s profile with its own page so people can find all the episodes, watch them in order, and pick up where they left off.

When viewers discover episodes of a series while scrolling their feed or the Reels tab, they will see the option to tap into the full series to see other episodes. Users also have the option to save a series to watch later or stay up-to-date.

For the testing phase, Meta is working with select creators and content producers who have already shared serialized content on Instagram and Facebook.

Meta is taking its “13+” content settings for Teen Accounts global. The company said today that the setting, which it likens to a movie rating, will now apply by default to teenagers across Instagram, Facebook, and Messenger worldwide, extending a system it first introduced last October in the US, UK, Australia, and Canada. According to Meta, nine in ten teens have stayed in the default setting since that launch rather than seeking to change it.

The idea is to shape what shows up for a teen by default. On Facebook, the new 13+ setting is designed to hide content Meta deems inappropriate for teens in Feed and Reels, and to limit teens’ interactions with Profiles, Pages, Groups, and Events that mostly post such material.

On Messenger, it restricts teens from opening links to that content or chatting with accounts that primarily share it on Facebook. A stricter option called Limited Content, already available on Instagram, is due to arrive on Facebook and Messenger later this year.

Meta has leaned on parents to calibrate what “appropriate” means. The company says hundreds of thousands of parents have rated more than 15 million pieces of content, and that in its most recent survey at the end of April, covering parents in the US, UK, Australia, and Canada reviewing recommended Facebook posts, fewer than 2% were judged inappropriate for teens by most parents.

The framing draws on the Motion Picture Association’s public guidelines, though Meta is careful to note that the MPA is not rating or endorsing any of its content.

Alongside the rollout, Meta said it is testing a way to stop teens being served the same kind of post over and over on Instagram. Content about nutrition, weightlifting, or coping with anxiety can be useful, the company said, but is better balanced than shown repeatedly, so it is trialling limits on how many such posts appear in a row in Explore, Feed, and Reels.

It is a quiet acknowledgement that the problem with a recommendation engine is not only what it surfaces once but what it surfaces relentlessly.

To check its own work, Meta commissioned Alice, a safety firm formerly known as ActiveFence, to run adversarial testing against the settings. By Alice’s account, Instagram Teen Accounts in the default mode saw 68% less mature content than an unnamed competitor’s teen experience, rising to 96% less in the stricter Limited Content mode.

The assessment flagged two gaps, including that “car surfing,” a newer viral trend, was not yet restricted the way “subway surfing” already was. Meta said it updated its policies and that the fixes were retested before publication.

The expansion lands against years of pressure on Meta over how its apps affect young users, from the shelving of an “Instagram Kids” project to a steady drip of teen-safety features. The figures and the favourable audit are Meta’s own, and the company frames the announcement as progress. Whether parents, regulators, and the teens themselves agree is the part no press release decides.