CALIFORNIA: Instagram is currently developing a new feature named “Blend,” which enables users to create a private feed of Reels recommended specifically for them and a chosen friend.
This feature, though still undergoing internal testing, was initially uncovered by reverse engineer Alessandro Paluzzi. According to Paluzzi’s findings, Blend would recommend Reels based on shared content between users and their individual interests.
In essence, Blend functions similarly to Spotify’s “Blend” feature, which debuted in 2021, allowing two users to merge their favorite songs into a collaborative playlist. With Blend on Instagram, users can curate a personalized Reels feed for themselves and a friend, enriching their shared experience on the platform. A leaked screenshot suggests that Blends will remain private between the two users, with either party able to opt-out at any time.
However, Instagram has not disclosed further details regarding whether these feeds will continuously update with new recommendations or adhere to a different update schedule.
The primary objective of Blend is to facilitate the collaborative discovery of Reels, potentially boosting engagement and watch time on the platform. By leveraging the content users already share via direct messages, Instagram aims to proactively recommend Reels that cater to both users’ preferences.
As with any prototype, there is uncertainty regarding when or if Instagram will release Blend to the public. However, if introduced, Blend could offer Instagram users a unique and collaborative experience not available on rival platforms like TikTok.
