Instagram Adds Reels Linking for Multipart Short-form Content

Overview

• Instagram recent update lets Creators link Reels together.
• Advertisers can now build multipart stories, tutorials, or campaigns that audiences can follow seamlessly.
• House of Marketers’ insights on this new upgrade.

Gone are the days of endlessly scrolling through feeds trying to track down Part 2 of a Reel. Instagram is addressing that frustration with its new “Link a Reel” feature, which connects multiple clips into a seamless series. 

This update pushes Instagram closer to long-form storytelling, giving marketers more room for narrative campaigns. 

This shift not only expands Instagram’s creative toolkit but also reflects a direct response to the evolving needs of creators and advertisers eager to do more with short-form video. 

What is Instagram’s Reels Linking?

Instagram describes Reels Linking as a way to “expand storytelling in short format.” At its core, this new feature gives creators the ability to stitch Reels together into a connected series. By using the Link a reel option in the composer, marketers can now connect one clip to anothe.

The end result is a more cohesive viewing experience. Instead of watching one clip in isolation, audiences are encouraged to continue their journey with prompts like “Watch Part 2” that appear at the bottom of the screen. 

For brands, this is about more than convenience; it is a chance to build continuity, organize campaigns by theme, and keep audiences immersed in a story.

How Does It Work?

The rollout is designed to be intuitive, making linking as simple as possible for busy creators.

• For new Reels: Tap Link a reel before publishing, select an existing Reel, and add a short title (up to 15 characters). This can be something functional like “Part 2” or more playful, depending on your brand voice.
• For existing Reels: Use the overflow menu on your Reel, tap Add linked reel, and connect it to another clip.
• Editing or removing links: If the campaign needs to change, links can be updated or removed at any time, ensuring marketers retain full control over how their content flows.

The beauty of this process lies in its flexibility. A brand can release a series of tutorials, weave a behind-the-scenes story over multiple clips, or extend a product launch narrative without being confined to one video. Instead of overwhelming viewers with too much information at once, marketers can roll out content in structured steps that are easier to digest.

Why It Matters for Marketers

Instagram’s move reflects the growing demand for serialized short-form content. Instagram is building on a trend popularized on TikTok through its “Series” and linking features. By introducing Reels Linking, Instagram gives advertisers the same advantage: the ability to tell bigger stories in smaller parts.

For marketers, the implications are clear:

• Stronger audience retention by leading viewers naturally from one Reel to the next.
• Increased discoverability as users dive deeper into related clips instead of dropping off after the first view.
• More flexibility to roll out layered campaigns without cramming everything into a single short video.

Brands that master multipart content can better capture attention spans, guide customer journeys, and keep audiences coming back for more.

House of Marketers Insights

For advertisers and agencies, Instagram’s Reels Linking is a chance to rethink how campaigns are structured. Instead of treating each Reel as a standalone piece of content, marketers can now approach short-form video like a mini-series: episodes that build anticipation, deepen storytelling, and sustain engagement over time.

Imagine an influencer collaboration where a creator shares a day-in-the-life series: the first Reel introduces the product naturally in their morning routine, the second highlights key features during the day, and the third closes with authentic feedback or results. By linking the clips, the brand message feels like part of an unfolding story rather than a one-off promotion, keeping audiences engaged across the full sequence.

Conclusion 

At House of Marketers, we see this feature as a powerful new lever for improving retention and consistency. Instagram has been on a steady roll of similar updates in recent months. Updates like these may seem minor in isolation, but collectively, they represent a larger evolution in how Meta & Instagram are aligning their platforms with user behaviour and creative demand.

These updates build on Meta’s broader push to expand creative possibilities. Over the past few months alone, we’ve seen:

• Blend Reels for seamless storytelling
• Instagram Adds Audience Growth Tracking and Reels Engagement Data to Insights
• Meta’s Top Tips for Smarter Ads
• Testing ad placements alongside popular Reels and more.

If you are looking to capitalise on these opportunities and turn them into action, House of Marketers can help. 

At House of Marketers, we help businesses craft impactful influencer marketing campaigns across TikTok, Instagram, and Facebook. Contact House of Marketers today and future-proof your marketing strategy!