Instagram Tests ‘Blend’ – A New Way to Share Reels with Friends
Instagram is at it again—this time with Blend, a new feature that lets you and a friend share a custom AI-powered Reels feed. Instead of sending each other videos back and forth, Blend will merge both of your Instagram algorithms into one stream of recommended content.
How It Works
Some users are already seeing Blend pop up in their DMs. Once activated, you can invite a friend to co-curate a shared Reels feed. Instagram will then generate a mix of Reels based on what both of you typically watch, like, and interact with.
So, instead of scrolling through your own feed and sending Reels to your bestie, Blend does the work for you—showing a stream of content tailored to both of your interests in one place. And the more you engage with these Reels together, the better the AI gets at refining your shared experience.
The Big Question: Will This Actually Work?
At first glance, Blend sounds like a fun way to passively share content with someone. But here’s the thing—most people send specific Reels to specific friends for a reason.
Think about it:
You have a friend who’s obsessed with dog videos.
Another one who only cares about fitness tips.
And maybe one who loves all things DIY.
Your personal feed is a mix of all your interests, but when you share Reels, you’re curating—picking out what you know they’ll love. Will Blend be able to replicate that?
Instagram Thinks It’s a Winner
Despite some skepticism, Instagram is betting big on Blend. Adam Mosseri, Instagram’s head honcho, recently called it one of the most exciting upcoming features (though, let’s be real, he says that about everything new).
It makes sense, though—DMs and Reels are where Instagram is seeing the most engagement right now. This move could be a way to keep people even more hooked on personalized, shareable content.
Final Thoughts
Will Blend be the next big thing on Instagram, or will it quietly disappear like so many other “exciting” features? Time will tell. But don’t be surprised if you start seeing an invite pop up in your DMs soon.
Would you use Blend, or do you prefer picking out Reels for your friends yourself? Let’s hear it!
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.