Instagram Launches ‘Blend’ Reels Feature
Instagram just dropped a new feature called Blend, and if you’re someone who’s constantly DMing Reels to your friends (guilty 🙋♀️), this one’s for you.
So here’s the deal: Instead of sending Reels one by one, Blend lets you and a friend (or a group chat) have your own shared Reels feed—a mix of content that’s tailored to each person’s IG activity. Basically, Instagram’s AI takes what you both usually like and turns it into a stream of Reels that’s curated for the both of you. You’ll even see who each Reel is "suggested for," which adds a fun layer to the mix.
How It Works:
You go to your DMs and tap the Blend icon at the top of a chat.
You invite your friend (or group).
Boom—you’ve got a Blend feed that updates based on your shared Reels activity.
This means no more scrolling through Reels just to find that one video you want to send. You both (or all) get an ongoing playlist of Reels that are probably going to hit the mark for someone in the group.
Plus, if someone in the chat reacts or comments on a Reel in the Blend feed, it triggers a notification in the DM, which makes it even easier to start convos around shared interests. (Like, “omg this Reel is so you.”)
My Take?
It’s a smart move. Instagram sees how much time we spend in DMs sharing content—especially Reels—so Blend is like IG’s way of making that process even more seamless and collaborative.
That said, I personally like curating Reels for specific people. Like, I know which of my friends will appreciate a chaotic dog video vs. who wants productivity hacks. Blend feels a little less personal in that way, since it throws everything into one mix. It might work better for besties or people who have very similar IG vibes.
But hey—it’s new, it’s interactive, and it’s built to get more engagement, which we know Instagram loves.
If you want to try it, open any DM on Instagram, hit that Blend icon at the top, and start your shared feed.
Let me know if you’re into it—or if you’re still team “let me send you Reels one by one like a personal DJ.” 🎧
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Hey there I’m Kylie Simao, owner of a boutique social media marketing agency dedicated to helping new, local and small businesses who want to promote themselves online using social media.