New Delhi: Instagram has launched a new feature called Blend, allowing users to create shared Reels feeds with friends directly inside DMs. Designed to make short video discovery more social, Blend mixes algorithmic suggestions with personal interactions and is now available globally after a test rollout.
 

Operating as a private feed between two users or a group, Blend refreshes daily with Reels based on each participant’s viewing habits and shares. A small Blend icon appears in DM chats, letting users invite friends to join. Once accepted, the personalised Reels feed updates every 24 hours, showing who each video is tailored for.
 

Each Reel comes with attribution labels so users know which friend a video was suggested for—offering conversation starters like, “This made me think of you.”
 

The feature is Instagram’s latest attempt to set itself apart from TikTok, shifting focus from passive watching to interactive experiences. By anchoring Blend inside private chats, the platform is targeting a user base that increasingly values smaller, more personalised circles.
 

Some early users have praised the feature’s conversational potential, though it’s not without drawbacks. Users with different tastes might find the shared feed confusing, and daily notifications could become excessive. Currently, the feed only includes Reels—photos and Stories are not supported.
 

Instagram is positioning Blend as a step toward more intimate content discovery. Much like Spotify’s shared playlists, it’s about turning media consumption into a social activity. The feature may also open doors for targeted advertising based on collective interests within a Blend, and help Meta respond to competition and regulatory scrutiny by introducing fresh features outside its core offerings.
 

Whether it becomes a staple or a short-lived experiment will depend on how users engage. But for now, scrolling through Reels just got a little more social.
 

BI Bureau