Overview

• Blend allows Instagram users to create a shared Reels feed with friends or group chats through an invite-only system.
• Feeds are refreshed daily with personalized recommendations tailored to each group member's interests.
• Participants receive notifications when someone in the group reacts to a reel, encouraging ongoing engagement in direct messages.
• The feature is part of Instagram's broader strategy to prioritize friend-centric content and counter TikTok's dominance in short-form video.
• Blend's rollout coincides with interface updates and Instagram's efforts to leverage uncertainty surrounding TikTok's regulatory future.