Instagram, drawing ever closer to launching Blend: its new feature that allows the creation of a shared Reels Feed

One of the main objectives of Instagram for 2025 is to become more social by encouraging interaction among users. Content recommendation plays a key role in this, and precisely in this aspect is based the new feature that the social network is developing: Blend.

Blend is a shared Reels Feed that you will be able to establish with one or several contacts, through which Instagram’s AI will recommend videos based on your interests.

How Blend will function

Blend will be integrated into the direct messages or DM section, as if it were a group. Users will be able to include their friends in joining their Blend channels via invitations sent through messages.

The individuals who constitute the Blend Feed will not only receive recommended content; they will also be able to send reels within it and this content, in turn, will influence the recommendations made by Blend. An interesting point is that this tool will indicate for which member of the Feed each reel has been suggested.

The existence of Blend has been known for a year, since Instagram began testing this function. However, it is now conducting tests by enabling the function for some users, as reported by the account @uw.3 on Threads.

 

View on Threads

 

Furthermore, recently during one of his frequent interactions with his audience by answering questions in Instagram Stories, Adam Mosseri, CEO of Instagram and Threads, expressed his enthusiasm for the development of Blend.

“I am very excited about a feature we are starting to test called Blend, where you can have a Reels feed for yourself and a friend or a group of friends. You can access it through your direct message thread with them. It is a fun way to opt for sharing your interest with someone and get to know them a little better.”

 

View on Threads

 

This development, along with the small-scale activation Instagram is conducting to test Blend, might indicate that it will not be much longer before this novelty reaches all profiles on the social network. Although, only time will tell.

Photo: Images shared by @uw.3 on Threads