Highlights
Instagram has introduced Blend, a new invite-only feature aimed at creating a collaborative and tailored Reels feed shared between two users through their direct messages.
What is Blend?
Blend, revealed after extensive internal testing, allows users to invite a friend to participate in a private space where Reels are suggested by Instagram’s algorithm according to the activities of both users. Upon accepting the invitation, a tailored Reels feed is created and refreshed whenever new Reels are shared or viewed.
Unique Features of Blend
“Blend serves as a personalised Reels feed designed specifically for you and a companion,” stated Instagram during its announcement. This feature emphasises its exclusive, invite-only nature with a strong focus on mutual discovery.
Initially tested in beta form in March 2024, Blend operates similarly to a messaging thread. Users can view which Reels are specifically curated for each participant, express their reactions using emojis, and communicate through a message bar. A Blend icon is conveniently positioned in the top-right corner of the shared DM thread, adjacent to the call buttons.
Algorithm-Driven Recommendations
According to Instagram, the Reels recommendations are curated through algorithms that take into account the viewing behaviours of both users. Importantly, only the two users involved in the Blend can access the content displayed within their shared feed.
Joining Blend Made Easy
Gadgets 360 reported that joining a Blend is a simple process: a request appears as a direct message, and tapping “Join” initiates the shared feed. Users maintain the ability to exit the Blend whenever they choose.
Future of Blend and Content Types
Currently, Blend is solely focused on Reels. It remains uncertain if this feature will eventually extend to include photos, Stories, or other types of content.
Instagram’s Strategy with Blend
With the introduction of Blend, Instagram reaffirms its commitment to enhancing engagement with short-form video content while also delving into more personalised and socially-oriented content formats. This rollout follows recent news surrounding the platform’s potential standalone Reels app and advancing tools for content creators.
The Blend feature is now available to users worldwide on both iOS and Android.