After over a year of testing, Instagram has officially launched “Blend” for Reels—a feature that lets you create a shared feed of recommended Reels with a friend or group chat.
As shown in the example screenshots, you can now create a Blend feed, which is shared via an invite sent through direct messages.
Once accepted, the Blend will display a personalized Reels feed curated from the viewing and interaction habits of each member. According to Instagram’s description:
“See who each Reel is suggested for based on each person’s activity on Instagram, including the Reels they watch and interact with.”
Instagram’s new Blend feature is designed to take Reels sharing to the next level.
Rather than sending individual Reels back and forth—which has quietly become the most common form of interaction on Instagram—Blend creates a shared feed of recommended Reels tailored to you and your friend(s). Once a Blend is created and the invite is accepted via DM, you’ll both see a stream of Reels curated from each participant’s activity and interests.
What’s more, the feed isn’t static. It updates over time, adapting to the Reels you and your group share within the chat, essentially evolving with your shared viewing habits. According to Instagram, each Reel in the feed will even note who it was suggested for, based on viewing and engagement patterns.
The goal is to create a more collaborative and interactive way to enjoy Reels together. As shown in the feature’s final preview screen, the idea is that users can casually browse the shared feed anytime, dropping comments like “This Reel is sooo you.” When someone reacts or replies, that interaction triggers a notification in the group chat, encouraging more back-and-forth engagement.
In essence, Blend builds on two of Instagram’s biggest engagement drivers: DMs and Reels. It formalizes the social sharing behavior that already exists—where users send Reels to friends that match their interests—by creating a dedicated, dynamic space for that content.
That said, whether Blend enhances the experience or dilutes it will likely depend on how users approach it. Sharing a Reel directly with a specific friend can feel like a small, thoughtful gesture—like saying, “I saw this and thought of you.” By contrast, Blend takes a broader approach, merging multiple interests into one feed. That could mean a more passive, less personalized experience, especially if your group includes a wide mix of preferences—from dog videos to DIY tutorials to fitness tips.
Still, the feature has potential, especially for close friend groups with shared tastes. And Instagram seems confident it will deepen engagement.
To try it out, just open any DM chat on Instagram, tap the Blend icon at the top, and invite participants.
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