After more than a year of testing, Instagram has officially introduced its new "Blend" feature, a standard Reels feed designed for you and your friends to enjoy together.
Blend, now available via DMs, creates a customized stream of recommended Reels based on each conversation member's viewing habits and interests.
Users can initiate a Blend from any one-on-one or group direct message by hitting the Blend symbol at the top of the chat. After joining, members will see a custom Reels feed that updates daily, featuring videos tailored to everyone's activity, including Reels they've liked, watched, or interacted with. Each clip event shows who it was suggested for, encouraging lighthearted reactions like "This Reel is so you."
The goal is to create a more interactive, communal Reels experience. Instead of forwarding videos individually (one of the most used features on Instagram), Blend offers a centralized space where everyone can view and react to content collectively. Commenting or replying to a Reel sends a notification in the chat, sparking conversation and potentially deeper engagement.
The Blend feed also evolves. As group members continue to share Reels in the chat, the feed updates itself to reflect the group's shared interests, providing a dynamic and ever-changing way to interact through short videos.
Some users could find Blend less personal than tailored one-on-one shares. With diverse interests across friend groups—from fitness hacks to pet videos—a single combined field could dilute the personal field of individual posting. Still, it opens the door to discovering unexpected content through friends' tastes.
The launch comes as Instagram pumps up innovation, such as revamping its grid layout and possibly developing an iPad app, amid growing concerns about TikTok's future.
Blend could change how we interact with Reels, emphasizing social discovery instead of solo scrolling. It remains to be seen if it can replace the charm of handpicked "you've got to see this" reels, but it certainly makes watching together easier than ever.