Instagram has finally dropped a game-changer that might actually bring the “social” back to social media. Enter “Blend”: Instagram’s new way to turn Reels watching from a lonely doom-scroll into a shared adventure with friends.

What Is “Blend,” Exactly?
You can now create custom, invite-only Reels feeds with your bestie or your entire group chat. These curated feeds refresh daily with fresh content, ensuring there’s always something new to discuss, mock, or obsess over together. “Blend” doesn’t just show you random Reels—it algorithmically serves up content based on everyone’s tastes in the group. When someone in your “Blend” reacts to a Reel, the whole group gets notified, sparking instant conversations.

Why This Actually Matters
Instagram has spent  years drifting from its roots—connecting friends—to a feed dominated by influencers hawking questionable diet teas and algorithmic content from strangers. “Blend” feels like Instagram remembering its roots. It’s not just about passive consumption anymore; it’s about making content social again.

The TikTok Checkmate
Let’s address the short-form video elephant in the room: TikTok doesn’t have anything like it. While TikTok has dominated the solo scrolling experience, Instagram just created something that TikTok can’t easily replicate without fundamentally changing its approach to social connections. This is a brilliant strategic move that creates a sticky social experience that might just lure some of those Gen Z eyeballs back from TikTok.

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