What to know about Instagram's new ‘Blend’ reels test
Instagram appears to have launched a new "blend" reels feature that creates a shared AI-recommended reels feed for you and a friend.
At this stage, its not clear how widely the feature's test group is or in which markets it is being made available.
One user, @uw.3, posted screenshots on Threads showing a pop-up encouraging users to invite their friends on DMs to blend. The pop-up shows three main notes: see each other's suggested reels, new reels based on the chat, and invite only.
What is the new feature: Mashable says you should think of it like a private feed of recommended Reels for you and a friend. "Think of it like the combined algorithm that creates your Spotify Blend playlists but for Instagram Reels instead."
Here's what you need know:
- Users can activate Blend in their DM feed.
- Invitations to join a Blend feed can be sent via direct message.
- The feed shows Reels suggested for each user based on their Instagram activity.
Go Deeper: Much like TikTok, the feed adapts over time based on the Reels you and your friend share in the chat.
It is also designed to encourage cooperative content consumption rather than just sending Reels individually.
The move comes amid going speculation that Meta's Instagram is preparing to launch a short-form video competitor focused on the app's Reels function.
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