Instagram is constantly evolving, seeking new ways to keep users scrolling and engaging within its ecosystem. Meta’s latest effort introduces a feature called Blend, designed to integrate the popular Reels format more deeply into direct messaging.
Blend aims to create a shared, personalized Reels feed directly within your DMs, whether you’re chatting one-on-one with a friend or in a group. Unlike manually forwarding clips, Blend automatically curates a stream of Reels based on the combined interests and viewing habits of everyone in the chat, offering a new way to discover content together.
Activating this new experience is straightforward. Users will find a Blend icon appearing within their DM threads, likely near the call buttons. Tapping this allows you to invite a friend or group members to join a Blend. Once the invitation is accepted, Instagram’s algorithm gets to work, pulling Reels it thinks will appeal to the collective tastes of the participants, influenced by content previously shared within that specific chat. This shared feed isn’t static; Instagram says it will refresh daily, ensuring a degree of novelty each time users check in. The name might remind some users of Spotify’s similar feature for music playlists, but Instagram’s Blend is purely focused on the short-form video content driving much of the platform’s interaction.
The core purpose behind Blend seems clear: Meta wants to boost engagement and capitalize on the existing trend of users sharing Reels via DMs, which Adam Mosseri, Head of Instagram, notes has become a primary mode of interaction. By creating a dedicated, collaborative feed, Blend formalizes this sharing behavior, hoping to spark more conversation and reactions directly within the chat environment.
When someone reacts or comments on a Reel within the Blend feed, it triggers a notification, potentially prompting further discussion. It’s designed as a fun way to explore shared interests and perhaps even discover new creators or content niches through the lens of your friends’ tastes, moving beyond your own algorithmic bubble.
While the concept offers a novel way to consume content, it shifts the dynamic from personally selecting and sending a specific Reel to passively viewing a co-generated stream. Some might find this less personal than the curated “gift” of sending a perfect Reel to a specific friend. However, it also provides a low-effort way to stay connected through shared media consumption. Concerns about potentially embarrassing or unwanted content surfacing are somewhat addressed by Instagram’s sensitive content settings; the platform states that the Blend feed will adhere to the strictest filter settings among its members.
Ultimately, Blend represents another push by Instagram to deepen social connections around its Reels product, offering users a unique, algorithm-driven co-watching experience directly within their private messages. The feature has completed testing and is now rolling out globally for users on both iOS and Android.
