Overview

• Blend enables users to create a shared Reels feed within one-on-one or group DM chats, merging personalized recommendations based on participants' activity.
• Participants can react to Reels directly in the Blend feed, with comments and reactions appearing in the DM chat to foster ongoing conversation.
• The feature is rolling out in phases, requiring users to update their Instagram app to access the Blend icon, though it may remain inactive for some users initially.
• Instagram head Adam Mosseri emphasized Blend as a tool for connecting over creativity and discovering friends' interests in a private, collaborative space.
• Blend builds on over a year of testing and positions Instagram to enhance user engagement and content discovery, differentiating itself from competitors like TikTok.