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

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Instagram is developing a “Blend” feature that creates a private feed of recommended Reels for you and your friend. The company told TechCrunch on Friday that the feature is an internal prototype and is not being tested externally.

This feature was first seen by a reverse engineer alessandro paluzzi, which regularly discovers social media features in development before their official launch. According to a screenshot posted by Paluzzi on

In other words, if you've invited a friend to “Blend,” Instagram will create a personalized feed of Reels it believes you'll both be interested in. Blend appears to be somewhat similar to Spotify's functionality of the same name, which launched in 2021 and allows two people to combine their favorite songs into a shared playlist.

The screenshot indicates that the blend will remain private between you and the other user and you will be able to leave the blend at any time. Instagram did not share any specific details about the feature and whether Blends will be constantly updated with new recommendations or whether they will be updated after a certain period of time.

The feature is designed to make it possible for users to discover new Reels simultaneously, which would be a way for Instagram to increase Reels discovery and viewing time. Since people already send Reels to each other via DM, Instagram will now use that data to proactively recommend and display Reels that it believes a pair of users will enjoy. Will take.

Like any other prototype, it's unknown when or if Instagram plans to launch this feature externally.

If released, Blend will give Instagram Reels users access to a fun and collaborative feature that is not available on its rival platform, TikTok. Although the two products are largely similar, the introduction of “Blend” could give Instagram a slight competitive edge over TikTok, even if small, as TikTok continues to dominate the short-form video market.