Instagram tests new 'Blend' feature to share Reels with friends
Have you ever swiped through your Instagram Reels feed and thought, "Wow, the only thing that will make this better is if someone else could also watch what I am watching and know that this is what The Algorithm thinks of me?"
Well, I have good news for you. Instagram is live testing a new feature called "Blend," which creates a private feed of recommended Reels for you and a friend. Think of it like the combined algorithm that creates your Spotify Blend playlists but for Instagram Reels instead.
The feature has been in development for some time and was spotted by reverse engineer Alessandro Paluzzi back in March 2024. At the time, Meta told TechCrunch that it wasn't being tested externally just yet — until now, it seems.
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A Meta spokesperson told Mashable in an emailed statement that the platform is "testing the ability to opt-in to a new Reels experience where you can blend suggested reels between friends in a DM chat." They didn't give any information about the timeline, but said they are "testing with a small group of people to start."
One user, @uw.3 on Threads, posted screenshots on Threads showing a pop-up encouraging users to invite their friends on DMs to blend, Social Media Today spotted. The pop-up shows three main notes: see each other's suggested reels, new reels based on the chat, and invite only.
"See who each reel is suggested for based on each person's activity on Instagram, including the reels they watch and interact with," describes "See each other's suggested reels."
"When you join a blend, reels you send to the chat will inform and update the blend for everyone," describes "new reels based on the chat."
"Each blend is unique to the people who join. You can leave a blend at any time," reads "invite only."
This feature seems like a smart business decision for Instagram: It could keep people logged on and scrolling longer and put their dedication to Reels up front, no matter how terrible an experience Reels Blends sounds to me personally. However, perhaps the most incredible thing about this potential new feature is that it doesn't copy TikTok.
Christianna Silva is a senior culture reporter covering social platforms and the creator economy, with a focus on the intersection of social media, politics, and the economic systems that govern us. Since joining Mashable in 2021, they have reported extensively on meme creators, content moderation, and the nature of online creation under capitalism.
Before joining Mashable, they worked as an editor at NPR and MTV News, a reporter at Teen Vogue and VICE News, and as a stablehand at a mini-horse farm. You can follow her on Bluesky @christiannaj.bsky.social and Instagram @christianna_j.
