After more than a year in development, Instagram is finally rolling out its long-awaited “Blend” feature to select users. Integrated directly into Instagram’s messaging system, “Blend” creates a collaborative Reels experience, potentially reshaping how friends share content with each other.

What Exactly Is “Blend”?
Think of Blend as a hybrid between Netflix’s “Watch Together” feature and TikTok’s collaborative playlists. As revealed in screenshots shared by @uw.3 on Threads, “Blend” creates a personalized, AI-powered Reels feed that combines content recommended for you and a friend’s viewing habits.

The onboarding screen sums it up perfectly: “See who each Reel is suggested for based on each person’s activity on Instagram, including the Reels they watch and interact with.” Instead of manually sending individual Reels back and forth (currently the most common form of Instagram interaction), “Blend” curates an evolving, shared feed. The more you both interact with the feed, the more tailored it becomes to your shared interests.

Instagram’s Big Bet on Messaging
This move aligns with Instagram’s broader push to make messaging a core pillar of its 2025 strategy. According to app chief Adam Mosseri, “Blend” is one of the most exciting upcoming features– though skeptics might note that Mosseri’s enthusiasm for new features is notoriously consistent.

While the feature looks polished and promising, there’s a legitimate question about how it fits into real-world social dynamics. 

Press here to know more.