Instagram has officially launched its new ‘Blend’ feature, which began rolling out to users on Thursday. This innovative co-operative feed is designed to enhance the photo and video-sharing experience by allowing users to invite friends to join a blend. Once an invitation is accepted, the platform’s algorithm will curate a continuous feed of Reels tailored to the activities of both users, similar to how direct messages work in private chats.
Instagram Introduces Invite-Only Blend Feature for Curated Content
The development of the blend feature took over a year of testing prior to its public release on Thursday. Initially identified on the platform in March 2024, the feature saw a gradual rollout to more users in the months leading up to its official launch. Gadgets 360 had the opportunity to test this feature before the announcement.
Under this new feature, blends offer an invite-only feed where users can share a personalized Reels experience in a DM chat. Each user’s feed is tailored based on their interactions within the Instagram platform. To create a blend, users need to send an invitation to a friend to join. After acceptance, any Reels shared within the chat will trigger notifications for both users, ensuring the blend remains updated.
Users participating in a blend can see which Reel is being suggested for whom, even when sent through direct messages. While browsing through Reels in this shared space, participants have the option to respond using a message bar located at the bottom of the screen or give quick emoji reactions. Additionally, a blend icon is conveniently displayed at the top of the chat window in DMs, situated alongside audio and video call buttons.
Gadgets 360’s hands-on experience with the blend feature revealed that it functions effectively as intended. Upon receiving a DM request, we successfully joined a blend by clicking the Join button. Activation of the feature is seamless, enabling either user to exit the blend at their discretion.
