Blend lets you share a feed with your friends, where the AI will recommend reels. Instagram has begun testing it on some profiles.
Instagram is getting closer to launching Blend: its new feature that lets you create a shared Reels feed.
March 10, 2025
By María Bastero
Content Manager at Marketing4eCommerce
OROne of Instagram's main goals for 2025 is to whatsapp number list more social, encouraging interaction between users. Content recommendations play a key role in this, and this is precisely the basis of the new feature the social network is developing: 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 (DM) section , just like a group. Users will be able to invite their friends to join their Blend channels through invitations sent via text message.
People in Blend's feed will not only receive recommended content, but they'll 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 which member of the feed has suggested each reel .
The truth is that Blend's existence has been known for a year, when Instagram began testing the feature. However, it's now testing the feature for some users, as reported by the @uw.3 account on Threads.