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Instagram Rolls Out Blend, a Personalized Reels Sharing Feature

The invite-only tool creates shared Reels feeds for friends in DMs, merging individual preferences into daily refreshed content.

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Instagram Blend lead
Screenshots showing the new Instagram Blend feature.

Overview

  • Blend is now live globally in phases, allowing users to create personalized Reels feeds within one-on-one or group DMs.
  • The feature combines participants’ Instagram activity to suggest Reels tailored to shared interests, refreshing daily.
  • Each Reel in a Blend is tagged with the name of the person it is recommended for, adding a layer of personalized discovery.
  • Reactions and comments on Reels are integrated into the DM thread, fostering ongoing interactions and conversations.
  • The feature positions Instagram against competitors like TikTok by offering a unique, social co-browsing experience similar to Spotify's Blend playlists.