Instagram just handed Australian businesses an excellent tool for storytelling on social media. The new Linking Reels feature solves one of the biggest frustrations with short-form video content: losing viewers between related posts.

This guide walks you through exactly how to use Linked Reels, from the technical setup to strategic implementation for your business. Whether you’re showcasing a multi-stage renovation project, breaking down complex services into digestible chapters, or building anticipation for a product launch, we’ll show you how to leverage this feature effectively as part of your social media marketing services.

Content Overview

What Are Linked Reels on Instagram?

Linked Reels allow you to connect one Instagram Reel directly to another, creating a seamless viewing experience for your audience. When someone watches your Reel, they’ll see a clickable button at the bottom left that takes them straight to your next video.

Think of it as Instagram’s version of “Next Episode” on Netflix, but for your content. The feature works by adding a small, customisable link button to your Reel that appears alongside the usual engagement buttons. You control what the button says (up to 15 words) and which Reel it connects to, giving you complete creative control over your narrative flow.

Unlike Instagram Stories, which disappear after 24 hours, Linked Reels create permanent connections between your evergreen content. And unlike carousel posts, which are limited to static images or short clips, Linked Reels let you tell complex stories through full-motion video with audio, effects, and all the creative tools Instagram offers.

According to Instagram’s Help Center, the feature was one of the most requested updates from creators and businesses alike. It’s a direct response to user frustration about content fragmentation and Instagram’s need to compete with TikTok’s established series feature.

Let’s get into the practical details. Linking Reels is surprisingly straightforward, but there are specific steps for different scenarios. We’ll cover all of them so you’re never stuck wondering what to do.

Creating a linked series from scratch is the cleanest approach. Here’s exactly how to do it:

  1. Create your Reel as normal – Record or upload your video content, add music, effects, and text overlays as you typically would.
  2. Navigate to the share screen – Once you’re happy with your Reel, proceed to the caption and sharing options.
  3. Tap “Link a Reel” – You’ll find this button directly below the caption field. It’s impossible to miss.
  4. Select your target Reel – Instagram will show you all your published Reels. Choose the one you want to link to. Remember, you can only link to one Reel at a time—this isn’t a choose-your-own-adventure situation.
  5. Add a custom title – This is what viewers will see on the link button. You’ve got 15 words to work with, so make them count. “Watch Part 2” is functional but boring. Try “See the finished renovation” or “Watch us fix the problem” for better engagement.
  6. Review and share – Double-check your link title (typos here are embarrassing), then hit Share. Your Reel is now part of a series

 

A screenshot of how to set up linked reels on instagram

Image credit: Table Talks

 

Already have Reels that should be connected? Instagram thought of that too. You can retroactively create series from your existing content library:

  1. Open your published Reel – Navigate to the Reel you want to add a link to.
  2. Tap the three-dot menu – You’ll find this in the bottom right corner of your Reel.
  3. Select “Link a Reel” – It’s right there in the overflow menu, usually near the top.
  4. Choose your connection – Select which existing Reel this should link to.
  5. Add your link title – Same 15-word limit applies. Make it compelling.
  6. Tap OK to confirm – Your Reels are now connected, and the link appears immediately.

Important Limitations to Know

Before you start planning a 20-part epic series, understand these constraints:

  • One link per Reel – Each Reel can only link to one other Reel. You can’t create branching narratives or multiple choice options.
  • 15-word title limit – Your link button text must be concise.
  • Links are one-directional – Linking Reel A to Reel B doesn’t automatically link B back to A.
  • No private account links – You can’t link to Reels from private accounts, even if it’s your own.
  • No external links – This feature is for connecting Reels to Reels, not sending people to your website.

Ways Businesses Can Use Linked Reels

Now that you know how to link Reels, let’s talk about why and when you should.

Product Demonstrations & Tutorials

Multi-step tutorials are perfect for Linked Reels. Instead of cramming a complex process into 90 seconds or losing viewers between parts, you can break it down into digestible chapters. A Perth renovation company might show: Part 1: The problem bathroom. Part 2: Design and planning. Part 3: Demo day chaos. Part 4: The stunning reveal.

Each Reel works standalone, but the linked series creates a binge-worthy experience for engaged viewers. This approach aligns perfectly with organic social media management strategies that prioritise authentic, value-driven content over hard selling.

Customer Journey Storytelling

Nothing sells quite like a good transformation story. Linked Reels let you document client journeys without overwhelming viewers with a novel-length caption. Consider this structure: Problem identification → Initial consultation → Strategic approach → Implementation → Results → Client testimonial.

Educational Content Series

Businesses are increasingly using education as a marketing tool, and Linked Reels make this approach even more powerful. Break complex topics into bite-sized lessons that viewers can consume at their own pace. An accounting firm might create a “Small Business Tax Essentials” series: Part 1: Deductions you’re missing. Part 2: GST explained simply. Part 3: Record keeping that saves money. Part 4: Red flags that trigger audits.

Each part provides immediate value while encouraging viewers to continue learning, positioning your business as the helpful expert rather than just another service provider.

Behind-the-Scenes Content

Organic content viewers love authenticity, and behind-the-scenes content consistently outperforms polished marketing videos. Linked Reels let you tell these stories properly. A café might document: Sourcing beans from local roasters → Morning prep routine → Rush hour chaos → Creating signature drinks → Customer reactions.

Each Reel offers a glimpse into your business personality, while the linked series creates a narrative that builds emotional connection and journey of how your business operates.

Ready to level up your Instagram strategy but not sure where to start?

Our team at Distl specialises in creating integrated social media strategies that drive real business results.

Button Text

Olivia Tan

Senior Organic Social Media Specialist