April 21, 2025 | 05:56 pm
TEMPO.CO, Jakarta - Instagram has rolled out a new feature called Blend, allowing users to discover and enjoy Reels together with friends in a more personal and collaborative way. The feature curates a shared feed of Reels based on the viewing preferences of you and your chosen friends or group members.
According to Instagram CEO Adam Mosseri, Blend can be accessed through the top section of your Direct Messages (DMs). Tapping it instantly starts the feature.
Mosseri explained that anyone in DMs can share content or topics of interest. The creator of the Blend will need approval either one-on-one or from other group members. After other members accept, users can communicate through the thread.
"It's a really fun way not only to share your interests, but to learn a little bit about your friends' interests. Sometimes it's wild, or surprising or funny," said Adam.
What is Instagram Blend?
As reported by TechCrunch, Blend creates a custom feed of Reels that combines recommendations tailored to you and your friends. The feed updates daily and is built around shared interests, making Reels viewing more social and interactive.
To start a Blend, one user sends an invite in a DM chat. Once all participants accept, the shared feed becomes active. Users can then interact with the content: liking, reacting, or commenting directly within the thread. Instagram compiles these Reels into a feed that participants can revisit and continue contributing to.
Blend aims to strengthen Instagram’s core function, connecting people through shared moments, rather than just showcasing influencer content. It also gives Instagram an edge over rivals like TikTok by offering a collaborative content discovery experience.
Inspired by Spotify’s Blend, which merges music preferences, Instagram’s version does the same with Reels. It promotes organic interaction, helps users discover new content, and brings a more communal experience to scrolling through videos.
How to Use Instagram Blend
According to India TV News, here’s how to get started:
Open a DM chat (individual or group).
Tap the Blend icon at the top of the screen.
Hit Invite to send Blend invitations.
Once accepted, the shared feed becomes active.
Revisit the Blend feed anytime through the DM.
The feed refreshes daily with new Reels tailored to shared interests, and activity within the Blend appears as notifications in the chat, making conversations more dynamic and content-sharing more meaningful.
M. Faiz Zaki contributed to the writing of this article.
Editor's Choice: Meet Blend: Instagram's New Shared Reels Experience
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