Instagram is developing ‘Blend,’ recommended Reels for you and a friend

Instagram's Blend feature is a developing prototype that creates a private feed of Reels recommended for you and a friend. It generates a personalized feed of Reels based on the Reels you've shared with each other and your mutual Reels interests. The feature is designed to allow users to discover new Reels together, enhancing Reels' discovery and watch time.

Once you invite a friend to a Blend, Instagram will generate a personalized feed of Reels that it predicts both of you will be interested in. This feed will be based on the Reels you've shared with each other and your individual Reels interests. The feature is private between you and the other user, and you have the option to leave a Blend at any time.

Instagram's Blend feature appears to be somewhat similar to Spotify’s Blend functionality, which was launched in 2021. Both features allow two people to combine their preferences into one shared list—Instagram's Blend creates a shared Reels feed, while Spotify's Blend combines favorite songs into a shared playlist.

If released, Instagram's Blend feature could give the platform a slight competitive edge over TikTok by offering a fun and collaborative feature that isn't available on TikTok. Despite TikTok's dominance in the short-form video market, Blend could attract users looking for a more personalized and shared content discovery experience.