Instagram unveils Blend feature for seamless Reels sharing

Instagram app is seen on a smartphone in this illustration taken, July 13, 2021. REUTERS/Dado Ruvic/Illustration

Change is the only constant, and in the ever-evolving world of social media, Instagram is once again pushing the envelope. 

This time, the platform is introducing a fresh and more collaborative way for users to interact with Reels through its new feature called Blend.

In today’s digital landscape, sharing funny, controversial or standout Reels with friends has become a daily ritual. Recognizing this, Instagram has launched Blend, which is a shared feed experience that allows friends – or entire group chats – to enjoy a personalized stream of recommended Reels together.

Here’s how Instagram Blend works

With Blend, Instagram aims to streamline the way users engage with one another around Reels. Instead of individually forwarding videos back and forth, Blend curates a combined feed that reflects the collective tastes of the group. 

According to Instagram’s description, users will “see who each Reel is suggested for based on each person’s activity on Instagram, including the Reels they watch and interact with.” 

Instead of individually forwarding Reels back and forth, a behavior that has quickly become one of the app’s most common interactions, Blend makes the experience easier in one collective scroll.

What makes Blend even more dynamic is its ability to evolve. The shared feed continually updates based on what the Reels participants engage with or send to each other in the chat. This ensures that the Blend stays fresh and accurately reflects the group’s shifting interests over time.

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Starting a Blend is simple

Within any DM conversation on Instagram, users can tap the Blend icon at the top of the chat and invite others to join. From there, the magic begins: A customized feed curated for your shared sense of humor, passion or curiosity.

Instagram’s latest move highlights its commitment to making content discovery more social, intuitive and tailored to how users naturally connect. 

With Blend, scrolling through Reels with friends just got a lot more personal and a lot more fun.