Instagram launches Blend, a new feature for sharing Reels with friends: Here’s how to use it

Instagram has launched a new feature called Blend, designed to enhance social interaction and engagement by allowing users to create a private feed of recommended Instagram Reels shared with friends or group chats. Blend draws inspiration from Spotify Blend playlists, which let users share music based on common tastes. However, Instagram Blend applies to video content, specifically Reels, enabling a collaborative and personalized viewing experience.

The feature tailors Reel recommendations based on the interests of both the user and their friends, fostering deeper connections through shared content. This creates an opportunity for users to discover what their friends are watching and reacting to, transforming the typically solitary act of scrolling through Reels into a more social, shared activity.

Blend works within Instagram’s direct messages and group chats, allowing users to exchange opinions and reactions on suggested Reels in real-time. This marks a significant shift from the usual isolated content consumption, encouraging conversations sparked by mutual interests. Instagram’s head, Adam Mosseri, explained that Blend was developed to facilitate deeper social connections and promote meaningful dialogue among users.

By introducing Blend, Instagram aims to compete more effectively with TikTok, a platform known for its interactive, social content discovery. Blend keeps users engaged longer by fostering interaction and community within the app, ensuring Instagram remains a preferred space for socializing and content discovery.

The development of Blend began in early 2024, with testing carried out among a select group of users. Now publicly available, the feature can be accessed by opening a direct message or group chat, tapping the Blend icon, and inviting friends to join. Once friends accept the invite, the algorithm generates a feed of personalized Reel recommendations. Users can scroll through these Reels and react using a reply bar, enabling ongoing conversation within the chat. The feed refreshes daily, providing fresh content and continuous engagement opportunities.

Blend represents Instagram’s effort to add a social dimension to content discovery, turning Reel scrolling into a communal experience. This is especially beneficial for users who find solo browsing on platforms like Instagram and TikTok isolating. By making content sharing and reaction more interactive, Blend personalizes content recommendations and potentially increases time spent on the platform.

Although Blend might seem niche initially, it could significantly change how users interact and consume social media content. It encourages users to share tastes, discover content together, and engage in richer social interactions.

In comparison to other platforms, TikTok already offers a social, algorithm-driven content experience through its “For You” page, which promotes community interaction via likes, comments, and shares. Instagram Blend aims to match this by integrating social features into its multimedia ecosystem.

While Spotify Blend focuses on music playlists, Instagram Blend is centered on short-form video content, specifically Reels. This difference positions Blend as an especially relevant tool for users who spend significant time watching video content alone. By enabling shared viewing and interaction, Instagram fosters a more connected and engaging social environment that encourages users to discover, react, and converse together.

In summary, Instagram Blend introduces a fresh way for users to experience Reels, shifting from isolated consumption to shared, interactive social engagement, helping Instagram stay competitive and relevant in the evolving social media landscape.