Overview

• Blend allows Instagram users to create private, shared Reels feeds with friends or groups through direct messages.
• Reels in a Blend are personalized based on participants’ activity and are labeled with the name of the user they were recommended for.
• The feature refreshes daily with new recommendations and includes tools for reactions and conversations within the chat.
• Blend aims to boost engagement and Reels watch time by offering a social, collaborative way to explore short-form video content.
• Inspired by Spotify’s Blend playlists, Instagram has been testing the feature since March 2024 before its public rollout on April 17, 2025.