Instagram Launches New Feature Called Blend For Your Reels: Know How It Works

Instagram has introduced a new feature called Blend, designed to enhance user interaction by transforming how people engage with Reels. This tool allows users to create a personalised, shared Reels feed with either a single friend or a group of friends within a direct message (DM) thread.

What sets Blend apart is its ability to curate and combine Reels based on the collective interests of everyone in the group, offering a fresh stream of engaging and relevant short-form videos daily. Currently, the feature is invite-only, and all members within the chat must provide consent to participate.

Adam Mosseri, head, Instagram described Blend as “a new way to connect with your friends in DMs," highlighting its ability to make content sharing more dynamic and interactive. By integrating personalised recommendations into a single shared feed, Blend allows friends to explore and enjoy Reels together, bringing back the essence of personal social interaction that was once central to Instagram’s charm.

How to Use Instagram Blend

Open a Direct Message thread: Choose an individual or group chat where you’d like to create the shared feed.

Tap the Blend Icon: Located at the top of the chat interface, this icon begins the Blend setup process.

Send Invitations: Tap “Invite" to request participation from others in the chat.

Activate the Feed: Once the invite is accepted, the custom shared feed becomes active, curating Reels based on everyone’s preferences.

Revisit Anytime: You can access the Blend feed anytime by tapping the icon in the same DM thread.

This new feature encourages spontaneous interactions—every time someone in the group reacts to a Reel, Instagram sends a notification, prompting continued conversation and engagement within the chat. The intent is not only to encourage real-time connection but also to enhance the social element of Reels by allowing users to explore what entertains or interests their friends.

What truly sets Blend apart is its emphasis on shared content discovery, giving Instagram a distinct edge over competitors like TikTok, which focus heavily on individual content feeds. In an era increasingly dominated by algorithm-driven content and influencer marketing.

Strategically, this launch also benefits Instagram’s ecosystem. By motivating users to co-watch and interact with content, it can increase Reels’ watch time, drive more conversations within DMs and encourage deeper user engagement. For Instagram, it’s a smart move that balances entertainment with community-building.

With Blend, Instagram is not just introducing a new feature—it’s redefining how short-form video can be experienced collectively, turning passive scrolling into a more social, personalised, and enjoyable journey with friends.