Overview

• Blend enables Instagram users to create customized Reels feeds for one-on-one or group chats, refreshed daily with algorithmic recommendations tailored to participants' interests.
• The feature labels each suggested Reel with 'Suggested for [username],' offering transparency into whose preferences influenced the recommendation.
• Users must opt in by accepting an invitation to join a Blend, ensuring privacy and mutual consent in the shared experience.
• Instagram head Adam Mosseri emphasized Blend’s goal of sparking creative conversations and enhancing connections through shared content discovery.
• Blend positions Instagram to compete with TikTok by introducing a unique, collaborative feature designed to increase Reels watch time and engagement.