Instagram Launches Blend Feature for Shared Reels

Instagram has launched a new feature called Blend, which allows users to create an invite-only, shared Reels feed within one-on-one or group chats. Once users accept an invitation to join a Blend, Instagram generates a customized feed of suggested Reels, tailored to the interests and activity of participating members. The Blend feed is accessible via a new icon in direct messages and includes interactive features such as messaging and emoji reactions under each Reel. Recommendations within Blend are unique to its members and refreshed daily, aiming to provide content users might not see otherwise. The feature was tested for over a year before its phased rollout, and both users must have access to Blend for it to be created. Users can leave a Blend at any time, and the service emphasizes privacy, functioning within existing DM chats.