Instagram is getting closer to launching Blend: its new feature that allows you to create a shared Reels Feed

Blend lets you share a feed with your friends where AI will recommend reels to you. Instagram has started testing it on some profiles.

One of Instagram’s main goals for 2025 is to become more social, encouraging interaction between users. Content recommendations play a key role in this, and this is precisely what the new feature that the social network is developing is based on: Blend.

Blend is a  shared Reels Feed that you can establish with one or more contacts, and through which  Instagram’s AI will recommend videos based on your interests.

How Blend will work

Blend will be integrated into the direct messages or DM section, as if it were a group. Users will be able to include their friends to join their Blend channels through invitations that will be sent by message.

People in Blend’s Feed will not only receive recommended content, they will also be able to submit reels within it, and this content will in turn influence Blend’s recommendations. An interesting point is that this tool will indicate for which member of the Feed it has suggested each reel.

Blend has been known to exist for a year, when Instagram started testing the feature. However, it is now testing the feature for some users, as reported by the account @uw.3 on Threads.

 

View on Threads

 

On the other hand, recently, during one of his frequent interactions with his audience answering questions on Instagram Stories, Adam Mosseri, CEO of Instagram and Threads, said he was very excited about the development of Blend.

«I’m really excited about a feature we’re starting to test called Blend, where you can have a Reels feed for you and a friend or a group of friends. You can get it through your DM thread with them. It’s a fun way to choose to share your interest with someone and get to know them a little bit better.»

 

View on Threads

 

This fact, added to the small activation that Instagram is carrying out to test Blend, could mean that it won’t be long before this new feature reaches all the profiles of the social network. Although, only time will tell.