Instagram launches Blend, a new feature for sharing reels with your friends

Instagram revealed a new feature called Blend, designed to deliver a tailored Reels feed shared exclusively between you and a friend or a group chat.

Access to Blend is by invitation only, and it provides a fresh, personalised selection of videos every day.

This update is part of Instagram’s strategy to boost user interaction and set itself apart from TikTok, especially as Meta continues to face mounting antitrust concerns over its dominance in the social media landscape.

With this feature, the Meta-owned social media platform gives you a glimpse into the Reels you and your friends enjoy, while also creating a shared space to connect and uncover fresh content together.

Instagram has introduced Blend to make the platform more fun with friends. To start a Blend, open either a private or group DM and tap the new Blend icon at the top of the screen.

From there, choose “Invite” to select people from the chat to join in. The Blend will activate once at least one person accepts your invitation.

After accepting an invitation to join a Blend, you’ll gain access to a handpicked collection of Reels tailored to the tastes of everyone in the chat. If someone in the group engages with a reel—such as by reacting to it—Instagram will send you a notification, making it easy to spark a conversation in your direct messages. You can return to your shared feed anytime by revisiting the DM and tapping the Blend icon again.

There is also an option to opt out of this feature, even after using it for a while. To exit a Blend on Instagram, begin by opening the app and tapping either the paper plane or messenger icon. Next, select the chat containing the Blend you wish to leave.

Once inside the chat, tap the Blend icon located in the top-right corner. Then, tap the three-dot menu at the top-right of the Blend screen and choose "Leave this Blend" from the options. This will remove you from the shared Reels feed associated with that chat.

The features timing could not be any better than this. While Meta is also facing a legal lawsuit, its competition— TikTok's — fate is yet to be decided for the US audience.

As of now, the short-video streaming app is working in the US, but it can be banned any day. However, President Donald Trump is trying hard to cut a deal with the Chinese company. While April 2 was the deadline to decide on TikTok's whereabouts, Trump has extended it to another 75-days.