Instagram tests new “Blend” feature to cultivate shared Reels Discovery and enhance user engagement

Instagram is in the process of developing a new function called “Blend”. This feature was uncovered by reverse engineer Alessandro Paluzzi and has been confirmed by Instagram as currently being trialed internally. As yet, there have been no public tests. Blend is designed to recommend Reels – short, engaging video clips – to users and their friends, based on mutual interests and the content they have previously shared with each other.

While Instagram has not provided detailed specifics about the Blend function, the general premise seems to be that it will allow users and their friends to discover new Reels concurrently, rather than having one person find a video they enjoy and send it via direct message to the other. It would also be logical for the Blend feature to show whether the other user has already watched the Reel in question, thereby creating a mutual base for conversation around the shared content.

Interestingly, the popular short-form video-sharing platform TikTok lacks a similar feature. Therefore, if successfully implemented, Blend could potentially give Instagram a unique edge, appealing particularly to those who like to explore and discuss new short videos with friends. As is common with many new features introduced on platforms of this kind, the ultimate objective of Blend appears to be to enhance user engagement.