Instagram introduces ‘Blend’, a custom reels feed for you and your friends: Here’s how it works

Instagram has launched Blend, a new feature that allows users to create a personalised Reels feed with their friends. The feature, which is rolling out globally, enables users to share and discover content together in a private, invite-only space.
“We’re introducing Blend as a new way to connect with your friends in DMs. Blend is a shared feed of Reels that combines recommendations you and your friends may like. To start a blend with a friend or group of friends, go to a DM and click the Blend icon. Everyone in the DM group has to opt-in to participate. Excited about this one,” said Adam Mosseri, head of Instagram.

Blend lets users curate a shared Reels feed with a single friend or a group chat via Instagram DMs. The feed is refreshed daily, ensuring a steady stream of new content tailored to the interests of the group. When someone in the Blend reacts to a Reel, Instagram sends a notification, encouraging conversation and engagement.

Users can revisit their Blend anytime by tapping the Blend icon in the chat.
Blend is designed to bring Instagram closer to its social roots, fostering genuine connections rather than just influencer-driven content. The feature is not available on TikTok, giving Instagram a unique edge in the short-form video space.