Instagram has just introduced a feature that could completely change how creators and brands produce content: clickable videos in Reels.
You can now insert a video element within a Reel that, when tapped, takes the user directly to another specific piece of content.
This update opens the door to new engagement strategies, content funnels and improved audience retention.
In this article, you’ll learn how clickable Reels work, why this feature is strategically important and how to activate it using the Edits app.
What are clickable videos in Reels?
Clickable videos in Reels are a new feature that allows you to add an interactive element within your video.
When a user taps on that element, they are automatically redirected to another specific Reel.
In practice, this transforms content into a more dynamic experience. Instead of passively watching, users can move between videos seamlessly, almost like navigating a mini interactive environment within Instagram itself.
This update reinforces Instagram’s strategy of keeping users on the platform for longer by creating internal content journeys.
Why is this update so important?
This feature is not just a technical upgrade, it represents a major shift in how Instagram approaches user retention and content flow.
Previously, if you wanted to direct someone to another video, you had to:
● Ask them to visit your profile
● Add a link in your bio
● Or hope they would find the content manually
Now, the journey is direct. A single tap can take the user straight to the next piece of content.
This is particularly valuable for:
● Creators producing content series
● Brands sharing educational content in sequence
● Profiles using storytelling in episodes
● Funnel strategies (top, middle and bottom of funnel)
Clickable Reels make content more strategic and less dependent on manual user actions.
How do clickable Reels work in practice?
Visually, the clickable element appears within the Reel during editing. It can be a clip, overlay or highlighted section of another video.
When the user taps on it, Instagram recognises the action as navigation and redirects them to the linked Reel.
It essentially works like an embedded, interactive trigger within the video itself.
This creates new possibilities such as:
● Building learning paths
● Connecting older content to new posts
● Reviving high-performing Reels
● Increasing total watch time within your profile
How to create clickable Reels using Edits
This feature can be set up through the Edits app, Instagram’s built-in video editing tool.
Here’s a simple step-by-step guide:
1. Open the Edits app
Start by opening Edits and creating a new video project as usual.
2. Add your main video
Select the primary content that will be published as your Reel.
3. Insert the clickable video
Within the editing timeline, add the video segment that will act as the clickable element.
This could be a teaser, highlight or preview of the content you want to promote.
4. Link it to a specific Reel
During the setup stage, select the Reel you want users to be directed to when they tap the element.
5. Finalise and publish
Review your video and publish it as a Reel. The clickable element will already be embedded.
This process allows you to create stronger connections between different pieces of content and drive more traffic across your profile.
Strategies for using clickable Reels
Now that you understand how it works, the next step is using it strategically.
Create content series
If you produce educational content, break it into parts:
● Part 1: Introduction
● Part 2: Explanation
● Part 3: Practical application
You can add a clickable element at the end of Part 1 that leads directly to Part 2, increasing retention and sequential viewing.
Build a content funnel
Business profiles can structure content like this:
● Reel 1: Value-driven content
● Reel 2: Social proof
● Reel 3: Offer
Each video can link to the next, creating a fully internal funnel within Instagram.
Reuse high-performing content
Have a Reel that performed well? Use clickable elements to bring it back into circulation.
Simply insert a clip into a new video and connect the two.
Impact on the Instagram algorithm
Although Instagram does not fully disclose its technical details, it’s clear that clickable Reels can influence key metrics such as:
● Time spent on profile
● Content consumption flow
● Retention rate
● Internal clicks
Since the algorithm prioritises retention and engagement signals, content that keeps users moving within your profile is likely to perform better.
In other words, this feature can become a strong competitive advantage when used correctly.
Things to watch out for
Despite its potential, there are some common mistakes to avoid:
● Adding clickable elements without context
● Using it purely for excessive self-promotion
● Confusing users with random or unclear directions
The clickable element should always have a clear purpose and deliver real value.
The future of interactive content on Instagram
Clickable Reels highlight a clear trend: Instagram is becoming increasingly interactive and strategic.
The platform is no longer just a showcase for short videos, it is evolving into an internal navigation environment, almost like a closed content ecosystem.
For creators and brands, this means one thing: those who master this feature early will have a significant advantage.