Instagram tests a new feature called 'Blend' to share Reels with friends.
Imagine it's like a shared playlist, but for Instagram Reels. Here's how it works.
Instagram is experimenting with a new option called "Blend," which aims to provide users with a personalized experience when viewing Reels. This feature allows users to create a private feed of recommended Reels that can be shared among friends, similar to Spotify’s playlists but tailored to Instagram’s platform.
The development of this feature has been underway for some time and was identified by reverse engineer Alessandro Paluzzi in March 2024. At that time, Meta stated that it was not in external testing, although they have recently begun experimenting with a limited group of users.
A representative from Meta indicated that they are "testing the capability of opting into a new Reels experience where recommended content can be blended among friends in a direct message." While no details were provided regarding the implementation timeline, it was mentioned that the initial test includes a limited selection of people.
Additionally, screenshots shared on Threads show a prompt encouraging users to invite their friends to blend content through direct messages. This prompt includes three key points: viewing suggested Reels among friends, receiving new Reels based on conversations, and an option accessible by invitation only.
Each user will see recommendations aligned with their interactions on Instagram, ensuring that the experience is unique for participants in the "blend." This innovation could not only increase the amount of time users spend on the app but also demonstrates that Instagram is seeking a way to differentiate its offering without replicating what TikTok is doing.
