Instagram’s ‘Blend’ curates a shared Reels feed between friends, updating daily with videos matched to everyone’s personal watch history.
Instagram is turning up the social dial on Reels. The platform on Tuesday rolled out a new feature called Blend, designed to let friends share a curated, combined Reels feed directly inside DMs.
Just like Spotify Blend, but for short videos.
The feature, which is now rolling out globally, works directly through Instagram's direct messaging (DM) system. Users can create a Blend by tapping a special icon at the top of a one-on-one or group chat. Once initiated — and once everyone in the chat opts in — the Blend feed will combine Reels recommendations based on the shared interests of the group. The feed refreshes daily, keeping the content dynamic and fresh.
Here’s How It Works
When two users (or a group) start a Blend, Instagram automatically generates a private Reels feed based on everyone’s viewing history. The shared feed updates daily, serving up content it thinks the group will enjoy — whether it’s memes, dance clips, or hyper-specific niche content that only algorithms can explain.
“We're introducing Blend as a new way to connect with your friends in DMs.” Instagram head Adam Mosseri explained in a post. “Blend is a shared feed of Reels that combines recommendations you and your friends may like.”
To get started, users need to just tap the Blend icon in a DM. And yes — everyone in the thread needs to opt in.
The idea isn’t just about watching more Reels. It’s about watching together — and maybe discovering videos you wouldn’t have seen otherwise. In a digital sea of content, shared context might just be the new currency.
The launch of Blend also comes at a crucial moment for Instagram’s parent company, Meta, which is facing regulatory challenges, including a major antitrust trial in the United States. Nevertheless, features like Blend signal that Instagram continues to prioritize innovation in user engagement, even as external pressures mount.
Of course, Instagram’s taking content sensitivity into account. The company says the feed will default to the strictest content filter among all Blend participants. So if one user has a high sensitivity setting, it’ll apply to the entire group’s feed.
It’s no secret that Meta is pushing hard on short-form video — Reels have been a cornerstone of that strategy. With Blend, Instagram seems to be betting that collaborative curation could give it a unique edge over rivals like TikTok, where personalization is mostly a solo affair.
As social media leans into more shared and “co-experienced” formats, Blend may be just the beginning.
