Instagram has rolled out a new feature called Blend, which creates a shared Reels feed for you and your friends. The idea is simple — you and your friends can now explore Reels together in a private, personalized space.
Blend is available inside DM chats. You can create one in a one-on-one chat or a group chat. Just tap the Blend icon in the chat and invite others to join. Once someone accepts the invite, Instagram will show you a custom Reels feed based on the group’s interests. This feed is updated daily, so you always get fresh content.
The goal of Blend is to help friends discover Reels together. If your friend likes something, there’s a good chance you might enjoy it too. It also adds a social layer to the Reels experience, which has mostly been a solo activity till now.
Whenever someone in the Blend reacts to a Reel, Instagram will notify the others. This helps keep the conversation going in the DM, turning it into a more interactive and fun experience.
Blend also gives users a peek into what kind of content their friends enjoy — something that might differ from what the Instagram algorithm usually shows you. It is a fresh take on content discovery, influenced by your social circle.
Interestingly, this feature is similar to Spotify’s Blend playlists, which mix the music taste of two users. Instagram is doing something similar, but with Reels instead of songs.
The launch comes as Instagram tries to take advantage of the uncertainty surrounding TikTok’s future. It is pushing short-form content more than ever. Recently, Instagram switched to rectangular profile grids and is also working on an iPad app, as per reports.
Blend is also unique because TikTok currently does not offer a feature like this. That gives Instagram a slight edge in the short-form video space, especially for users who want to share content with close friends.
How to Create a Blend:
- Open any DM chat (one-on-one or group).
- Tap the Blend icon at the top.
- Select Invite to add friends from the chat.
- Once someone accepts, your shared Reels feed is live.
You can open the Blend anytime by tapping the icon again in the DM chat.
