Instagram is doubling down on personalization and private engagement with the launch of a new feature called “Blend”, which aims to transform the way users share Reels with friends. This latest addition is currently in live testing and marks a strategic move to make Reels sharing more immersive and collaborative.
So what exactly is Blend? Rather than forwarding individual Reels to friends—as most users currently do—Blend creates a joint feed of Reels that combines AI recommendations for you and a selected friend. It lives within your DMs, where most of today’s content sharing already happens. Users can invite a friend to join their Blend, and the feed will then display Reels tagged with who they’re suggested for—either one user or both.
This co-curated experience adapts over time. As users continue to interact with Reels and share them in chats, Blend uses that behavior to update and refine the content shown. The goal is to streamline and enhance the experience of content discovery between close contacts.
Instagram has been testing Blend behind the scenes for over a year, but the latest version appears close to launch, complete with polished onboarding prompts and in-app visuals. The enthusiasm from Instagram’s leadership, including Adam Mosseri, indicates that Blend is seen as a key addition to the platform’s 2025 roadmap.
Yet the question remains: do users really want a shared feed?
Currently, the appeal of sharing Reels lies in personalization. You send a video that reminds you of a specific friend’s interest or sense of humor. That one friend who loves cooking tips isn’t necessarily going to vibe with the Reels you share with someone who’s into extreme sports or skincare routines. Blend seems to assume that our tastes align closely with one another—which might be true for some, but not most.
There’s also the question of attention. With so many features already competing for time—Stories, Reels, Notes, group chats—will users actually use a shared feed feature, or will it become another layer buried within the app?
Still, for best friends, partners, or even content creators collaborating on themes or aesthetics, Blend offers a compelling use case. It’s a more fluid way to explore and enjoy content together without the friction of constant back-and-forth messaging. It also feels like a natural extension of Instagram’s mission to make the app feel more social again—especially as private messaging increasingly takes center stage over public posting.
Whether Blend becomes a breakout hit or a short-lived experiment, it reflects Instagram’s ongoing shift toward private, interest-based engagement. As Reels continue to shape the app’s culture, Blend may offer a fresh and dynamic way to keep users engaged and connected—one shared swipe at a time.
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