In its latest push to personalise content and foster closer interaction between users, Instagram has rolled out a fresh feature titled “Blend”. Designed to make sharing short videos more intuitive and engaging, Blend creates a private, invite-only Reels feed within direct messages (DMs) or group chats — offering recommendations based on what users already watch and interact with.
The move follows a broader trend among social platforms to encourage more content discovery within private spaces, as messaging apps increasingly become hubs for media sharing. Instagram, owned by Meta, is now tapping into this habit by curating content jointly, tailored to shared interests between users or within social circles.
What is Instagram’s blend?
Blend essentially serves as a collaborative Reels playlist. It pulls in short-form video recommendations based on the unique activity of two users in a one-on-one chat or all members within a group conversation. Each Blend feed is distinct, allowing users to explore content specifically suggested for their dynamic — rather than just receiving generic Reels that might trend globally.
Instagram says the feature is meant to “make Reels sharing more meaningful,” giving friends and groups a common feed shaped by their mutual tastes and recent viewing activity. Unlike simply forwarding Reels or tagging others in posts, Blend offers a continuously updated experience curated by the algorithm — but influenced by both parties equally.
How blend works
To get started with Blend, users will notice a new icon resembling an emoji next to a friend’s name in their DMs. By tapping it, an invitation is sent to that person. Before sending, Instagram provides a brief preview of how Blend works, highlighting three main aspects:
- Shared suggestions: Both users will see Reels recommended based on a blend of their individual activity. This includes likes, comments, and viewing habits.
- Dynamic feed updates: Any Reel shared in the chat can affect future recommendations, meaning the feed evolves organically as the users continue to interact.
- Invite-only access: Each Blend is private and exclusive to the people who accept the invite. Users can leave a Blend at any time without affecting other chats or recommendations.
Once both participants accept, the Blend feed activates and becomes visible in the DM thread. From there, Instagram’s algorithm will take over, feeding in new content that suits the viewing patterns of both users. In group chats, the process works similarly, with the feed reflecting the collective preferences of all members.
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Enhancing reels discovery
The introduction of Blend is another example of Instagram’s continuing effort to dominate the short-form video space, which has become increasingly competitive due to the popularity of TikTok and YouTube Shorts. By integrating Reels into DMs in a more immersive way, Instagram hopes to not only drive more video consumption but also keep conversations active around shared content.
It’s also a nod to how users naturally behave — sharing Reels in private rather than engaging through public comments or likes. Blend harnesses this by turning passive sharing into an active, shared viewing experience.
Current availability
As of now, Blend remains an invite-only feature and is only visible to users in private DMs or group chats. Instagram has not confirmed when or if the feature will be expanded to wider audiences or incorporated into other parts of the platform, such as Stories or Explore.
The new tool adds to a series of recent updates aimed at keeping Instagram’s core user base engaged, especially younger users who favour Reels and messaging over traditional posts and photos. Whether Blend will become a permanent fixture or remain an experimental addition, it certainly reflects Instagram’s shift toward more personalised and socially-driven content experiences.
