When it comes to sharing Instagram Reels with friends, the process of three taps to get a Reel from A to B can feel surprisingly tedious. Now, Instagram has addressed that issue with its latest feature: Instagram Blend.
Announced on Thursday, Blend lets users create invite-only, personalized Reels feeds with friends. By tapping a new two-emoji-hugging icon (the Blend icon) within a chat, you can start or accept a Blend. Once active, Instagram will begin recommending Reels for both users in a shared feed, powered by an algorithm. The feature works in one-on-one DMs as well as group chats. These recommendations, refreshed daily, are said to be unique to each Blend and based on prior activity on the platform.
“We want Instagram to be a place where people connect over creativity, and this is one more way to do that. Its a really fun way to not only share your interests, but to learn a little bit about your friends interests and then you can actually start conversations about that content that you discover,” Instagram head Adam Mosseri said in a Reel.
View this post on Instagram A postshared by Adam Mosseri (@mosseri)
Instagrams newest feature offers something social media users currently cant find elsewhere (Im looking at you, TikTok). It arrives at a time when several platforms are positioning themselves to capitalize on TikToks uncertain future. Blend is most comparable to Spotifys Blend playlistsshared playlists that merge the music tastes of two or more users. But instead of listening to music while hanging out, youre scrolling Reels together.
For Instagram, Blend could boost watch time by encouraging shared short-form content consumption and allowing users to get to know each others algorithmic preferences. It might also increase Reel discovery, as the feed surfaces a mix of yours and your friendsor, if youre feeling bold, your loversrecommendations. You just have to hope they havent recently fallen into any particularly weird corners of the internet.
