After over a year of testing and refining, Instagram has officially rolled out its new “Blend” feature for Reels. This addition allows users to create a shared feed of recommended Reels with friends or within group chats.
Rather than sending videos back and forth — a practice that has become one of the most common ways people interact on the platform — “Blend” offers a more integrated experience. It compiles videos you and your friends would likely watch individually into a single, curated stream.
Personalized Sharing in One Feed
The feed is not just a random collection of videos. Instead, it tailors itself to your interests, using the content that participants have shared in the chat as a reference. Reactions and comments on Reels within the chat trigger notifications, encouraging more real-time conversation and interaction.
This new format builds on Instagram’s recognition of the increasing popularity of direct messaging and video content. By offering a shared space for watching, “Blend” turns passive sharing into a more engaging and collective experience, notes NIXSolutions.
Essentially, “Blend” aims to formalize the already existing behavior of sharing Reels by creating a space where those interactions are more seamless and dynamic. Rather than repeatedly sending videos to each other, users can now explore a mutual stream that reflects their shared interests.
Instagram continues to focus on deepening social interaction through video, and “Blend” is one more step in that direction. We’ll keep you updated as more features or integrations become available in the future.