Instagram revealed Blend on Thursday—a new feature that lets you create a unique, personalized Reels feed with friends. You can start a Blend with one friend or within a group chat, but it’s invite-only for now. The custom feed updates daily with fresh content tailored to your shared interests.
The Instagram Blend feature is here to make Reels even more social. It creates a custom Reels feed based on what you and a friend both like. Think of it as Spotify Blend, but for short videos.
The purpose of the feature is to interact with your friends and discover new content together while also allowing you to see what kinds of reels they enjoy. Blend aims to bring back Instagram’s original purpose—sharing moments with friends—by adding a fresh social layer. It pushes back on the influencer-driven, ad-filled vibe that’s taken over Instagram in recent years.
Instagram is using Blend to connect individuals based on common interests. Sending your favorite reels one at a time is no longer necessary. Instagram instead creates a customized stream that you and your friend can explore. It’s similar to creating a private explore page exclusively for two people.
This is how it operates. You must first open a group or one-on-one direct message chat, then tap the new Blend icon at the top of the chat to create a Blend. To invite anyone from your direct message chat to join the Blend, you must then choose “Invite.” Once at least one person accepts your invite, the Blend automatically starts. By tapping the Blend icon in the direct message chat, you can go back and review a Blend. The feed updates often to match your changing tastes and shared interests. It’s simple, quick, and highly addictive.
Some users already have access to the Instagram Blend feature, which is still in testing. You’re among the fortunate few if you see the choice in your direct messages. Simply select a friend by tapping the Blend prompt. After that, observe how the algorithm works.
Meta made a wise choice by adding this feature. It expands on the popularity of note-taking and collapsing tools. Social media users want it to be more, well, social. And Blend meets that demand by enabling real-time user connections across shared content.
A subliminal indication of future commercialization is also there. Fans might collaborate with businesses or influencers to develop unique blends. It’s an unexplored strategy to boost engagement and potentially revenue. Imagine blending your favorite creator’s content into your own feed. It’s personalized marketing with a fun, social edge.
For now, Blend seems designed for best friends and close connections. Instagram says it’s focused on “creating new ways to discover content together.” It also delivers. According to early users, it’s entertaining, novel, and shockingly accurate. The algorithm is aware of your preferences as well as those of your friend.
Blend should become a well-liked component of Instagram’s Reels ecosystem as more people have access. It keeps people scrolling and builds relationships. Above all, it provides a level of customization that is less robotic and more human.
