Instagram Launches 'Blend' Feature for Shared Reels Experience Globally

A New Way to Discover and Share Reels with Friends

Instagram has rolled out a new feature called Blend, aimed at enhancing the way users consume and share Reels. Now available worldwide, this innovative tool creates a personalized Reels feed that users can share with a friend or group, updating daily to keep content fresh, relevant, and engaging. With Blend, Instagram is pushing the boundaries of collaborative content discovery, making Reels more social and interactive than ever before.

What is Instagram’s Blend Feature?

Blend is designed to deliver a shared Reels experience between two or more users. It customizes the Reels feed based on combined viewing habits and interests, offering content that appeals to all members of the Blend group. Whether you’re into dance videos, memes, or food hacks, Blend will serve a tailored stream of Reels that reflect the group’s preferences.

Users can:

• Create multiple Blend feeds

• Refresh content daily

• Engage with content together

• Receive group notifications on likes or reactions

How to Create and Use a Blend Feed

To start a Blend, users must go through Instagram Direct Messages (DMs). Here’s how it works:

Open a chat (either one-on-one or group).

Tap the new Blend icon on the chat screen.

Click Invite to send a Blend invitation.

Once a member accepts, the shared feed goes live.

Users can return to their Blend feed at any time by selecting Blend within the DM thread, where they’ll find the latest daily-curated Reels to enjoy together.

Interactive and Social by Design

Every reaction or like in the Blend feed sends a notification to all group members. This social feedback loop boosts engagement, encouraging users to return and interact daily. Whether it’s a laugh shared over a meme or a wow moment from a trending dance video, Blend turns passive watching into an interactive social experience.

Inspired by Spotify’s Blend Playlists

Instagram’s Blend is modeled after Spotify’s successful Blend feature, which merges music preferences of two or more users into shared playlists that update daily. With a similar vision, Instagram aims to build digital spaces where users bond over shared content, elevating casual scrolling into a group activity.

As Instagram continues to integrate more personalized and social features, Blend represents a key step toward making content discovery a collaborative and meaningful experience.