How a reels feed works
The app opens straight into a video that starts playing with sound. A swipe up brings the next one, already preloaded so it starts instantly. Each item can carry a caption, like and share buttons, and a link to something longer.
The order is chosen per viewer, favoring items similar to those they watched to the end.
How streaming services use reels
- Discovery: clips and trailers that link to the full film, episode or live event
- Daily habit: something new every time the app is opened, even between releases
- Free tier: a feed open to everyone, with the full catalog behind a subscription
- Advertising: ads placed between items
- Creator and community content alongside the professional catalog
What makes a good reel
- The first two seconds decide whether it is watched
- It makes sense with the sound off, through captions
- One idea, one scene, one moment
- A clear next step: watch the full title, follow the series
Reels and the rest of the catalog
On a streaming service a reel is rarely the product. It is the shop window. Measure a feed by how many viewers it sends into long-form titles and how often it brings them back to the app, as well as by time spent in the feed itself.
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