3 min read
Instagram has officially introduced Blend, a new feature aimed at enhancing how users engage with short-form video content. The feature allows friends or groups to share a personalized Reels feed, offering a collaborative way to discover and interact with content together.
How does it work?
Blend creates a custom Reels stream based on the viewing habits and interactions of each participant within a one-on-one or group DM chat. Once invited and accepted, members gain access to a shared feed that updates daily, showcasing videos tailored to everyone’s preferences. The goal, according to Instagram, is to bring users closer by giving them a space to explore common interests and spark conversations around Reels they mutually enjoy.
The process to initiate a Blend is straightforward. Within a DM, users can tap a newly added Blend icon, then invite friends from that conversation to join. The shared feed becomes active once at least one person accepts the invitation. Users are notified when someone in the group reacts to a video, encouraging real-time interaction and discussion within the chat.
Blend is an opt-in feature, and users retain full control over their participation. Anyone can leave a Blend by tapping the three-dot menu within the Blend interface and selecting “Leave this Blend.” This removes them from the shared feed without affecting other group members.
Instagram’s decision to focus on shared content experiences may have been influenced by the growing popularity of similar models, such as Spotify’s Blend playlists, which combine the musical tastes of multiple users. In fact, the name and concept draw a clear parallel. The goal, in both cases, is to shift from passive consumption to shared discovery.
However, user reception may vary. Some may appreciate the communal nature of Blend, while others could find the loss of individually curated content less appealing. For instance, preferences across a group can be diverse; one user’s interest in comedy Reels may clash with another’s focus on fitness or travel, potentially making the shared feed feel inconsistent or less engaging.
Still, Blend offers an alternative to the traditional method of forwarding Reels individually through DMs. It centralizes the experience, allowing users to check in and see what their friends are enjoying without constant back-and-forth messaging.
In addition to Blend, reports suggest Instagram is developing an iPad-specific app to address long-standing user demand. While no official release date has been announced, the move signals a broader push to improve user experience across devices.
