Craving a more social Reels experience? Instagram might have the answer. According to TechCrunch, Instagram is currently developing “Blend,” a feature that curates a personalized Reels feed for you and a friend. While this feature is still in the early stages of development and not yet available for public testing, it suggests Instagram is exploring ways to make Reels a more interactive experience.
App researcher Alessandro Paluzzi, known for uncovering upcoming social media features, spotted Blend first. A screenshot he shared suggests Blend will curate reel recommendations based on what you and a friend share and watch individually.
#Instagram is working on Blend: #Reels recommendations based on reels you've shared each other and your reels interests 👀
ℹ️ Private between the two of you. You can leave a Blend at any time. pic.twitter.com/1kcssBuf7G
— Alessandro Paluzzi (@alex193a) March 28, 2024Essentially, inviting a friend to join your “Blend” creates a customized Reels feed that caters to both of your interests. Think of it as a shared playlist for Reels, similar to Spotify’s “Blend” feature, that lets you and a friend combine your favorite songs.
“Blend” aims to take your Reels discovery to the next level by letting you explore content with a friend. This could significantly boost Reels engagement, as Instagram leverages existing user behavior (sharing Reels via DMs) to curate a personalized feed specifically tailored to your and your friend’s interests. In short, Instagram is using what you already do to recommend content you might both enjoy, potentially increasing watch time.
If available, Blend would be a unique and social twist on Reels, setting it apart from rival TikTok, a dominant player in the space. While both platforms offer short-form video content, Blend’s collaborative discovery could give Instagram a small edge in the competitive landscape.
