Instagram is currently working on a new feature called “Blend” that allows users to create a private feed of recommended Reels shared with a friend. The company confirmed to TechCrunch that this feature is still in the internal testing phase and not yet available to the public.
The discovery of this feature was first made by reverse engineer Alessandro Paluzzi, who frequently uncovers new social media features before they are officially announced. According to a screenshot shared by Paluzzi, a Blend would curate Reels recommendations based on content shared between both users and their individual interests.
Essentially, if you create a “Blend” with a friend, Instagram will create a personalized feed of Reels tailored to your shared interests. This feature is reminiscent of Spotify’s “Blend” feature that allows two users to combine their favorite songs into a shared playlist.
The screenshot suggests that Blends will remain private between the two users and that you can leave a Blend at any time. Instagram has not provided specific details on whether Blends will continuously update with new recommendations or if they will refresh after a certain period.
The purpose of this feature is to enable users to explore new Reels collectively, thus enhancing Reels’ discovery and viewing time on Instagram. By utilizing data already shared through DMs, Instagram can now actively recommend and display Reels that it deems interesting to a pair of users.
As with any prototype, it is uncertain when or if Instagram will release this feature to the public. If launched, Blend would offer Instagram Reels users a unique and collaborative feature not currently available on TikTok. While TikTok remains a dominant force in the short-form video market, Blend could potentially give Instagram a slight advantage in user engagement.
