Instagram Is Developing New 'Blend' Feature: A Collaborative Reels Experience

Instagram is currently in the development stages of a new feature called "Blend."

It aims to enhance user engagement by creating a personalized feed of Reels for you and a friend. This feature, described as an internal prototype by the company, is not yet being tested externally.

The discovery of the "Blend" feature was initially made by reverse engineer Alessandro Paluzzi, known for uncovering social media features in development prior to their official release. According to a screenshot shared by Paluzzi, a "Blend" would curate Reels recommendations based on content shared between you and your friend, as well as your individual Reels interests.

Essentially, if you invite a friend to participate in a "Blend," Instagram would generate a unique feed of Reels tailored to both of your preferences. This concept bears resemblance to Spotify's "Blend" feature, introduced in 2021, which enables two users to merge their favorite songs into a shared playlist.

The screenshot suggests that "Blends" would be exclusive to the participants and could be exited at any time. However, specific details regarding whether the content in "Blends" would update continuously or periodically remain undisclosed by Instagram.

The primary objective behind the introduction of this feature is to facilitate the discovery of new Reels content in a collaborative manner. By leveraging the data of Reels shared via direct messages, Instagram aims to proactively recommend and showcase Reels that align with the interests of paired users.

As with any prototype, there is uncertainty regarding the external release date of the "Blend" feature, if it is indeed launched by Instagram.

Upon its potential release, "Blend" would offer Instagram Reels users an interactive and collaborative feature not available on competing platforms such as TikTok. While the similarities between the two platforms are evident, the addition of "Blend" could provide Instagram with a slight competitive advantage, albeit modest, in the realm of short-form video content.