Instagram has introduced a new feature called Blend, which allows users to create personalized Reels feeds shared with friends.
Announced on Thursday, the feature is designed to add a more social, interactive layer to the platform’s short-form video experience.
Blend feeds are refreshed daily with curated Reels tailored to the tastes of the members involved. Users can create a Blend with a single friend or within a group chat.
Participation is invite-only, and the feature is accessible directly from the direct messaging interface.
Once users join a Blend, they can browse a selection of Reels recommended for each person in the chat. If someone reacts to a Reel, Instagram sends a notification to keep the conversation going in the group’s DM thread.
Instagram says the idea is to help friends discover content together and reconnect through shared interests—a throwback to the app’s original emphasis on personal connection, which has waned as influencer content and advertising have taken center stage.
The launch follows earlier reporting from TechCrunch in March 2024 that Blend was in development. With this rollout, Instagram appears to be adding a layer of social discovery that its rival TikTok currently lacks.
To create a Blend, users can open a one-on-one or group DM, tap the new Blend icon at the top, and select “Invite.” A Blend is activated once at least one person accepts the invite. The feed can be accessed anytime by returning to the chat and tapping the Blend icon again.
Instagram hopes the new feature will drive greater engagement with Reels, increasing both discovery and watch time as users explore content together.
