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

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Development of Blend Feature

Instagram is working on a new feature called “Blend” that aims to create a private feed of Reels recommended for you and a friend. This feature is currently in the internal prototype stage and is not being tested externally.

Functionality of Blend

According to reverse engineer Alessandro Paluzzi, a Blend would include Reels recommendations based on Reels shared between you and your friend, as well as your Reels interests. If you invite a friend to a Blend, Instagram will generate a personalized feed of Reels that it believes both of you would enjoy. This feature is somewhat similar to Spotify’s Blend functionality, where two people can combine their favorite songs into one shared playlist.

Benefits of Blend Feature

The Blend feature is designed to help users discover new Reels together, enhancing the overall Reels’ discovery and watch time on Instagram. By leveraging the data of Reels shared via DMs, Instagram can proactively recommend and display Reels that are likely to interest a pair of users. This collaborative approach to discovering content can make the Reels experience more engaging and personalized.

Competition with TikTok

If Instagram decides to launch the Blend feature externally, it could potentially give the platform a slight competitive edge over TikTok. Although TikTok currently dominates the short-form video market, the introduction of Blend could offer Instagram users a unique and collaborative way to engage with Reels content. This feature could differentiate Instagram from TikTok and attract users looking for a more interactive video-sharing experience.

FAQs

1. When will Instagram release the Blend feature?

As of now, Instagram has not announced a specific timeline for the external release of the Blend feature. It remains an internal prototype, and there is no confirmation on when or if it will be made available to all users.

2. Can users leave a Blend at any time?

According to the screenshot shared by Paluzzi, users will have the option to leave a Blend at any time. This feature allows users to control their content recommendations and preferences within the collaborative feed.

3. Will Blends continuously update with new recommendations?

Instagram has not provided detailed information on how Blends will be updated. It is unclear whether the recommendations in a Blend will be refreshed regularly or after a certain period of time. Further details on the update mechanism may be revealed if the feature is officially launched.