Discovering new content on social media platforms has always been a thrilling experience, and Instagram is about to make it even more exciting by introducing “Blend”, an innovative feature that promises to tailor your Reels experience alongside a friend. Still in the prototype stage, this feature is designed to generate a private feed of Reels based on the interests and interactions between you and your chosen companion.
What is ‘Blend' all about?
Reverse engineer Alessandro Paluzzi was the first to spot the “Blend” feature, highlighting Instagram's continuous efforts to enhance user experience through personalisation. By inviting a friend to join a “Blend”, Instagram aims to create a personalised feed of Reels that will captivate both of you, drawing on the Reels you've shared and your interests in Reels.
Similar in concept to Spotify's “Blend” feature introduced in 2021, which allows two users to merge their favourite tracks into a single playlist, Instagram's version focuses on visual content, enhancing the way users discover and engage with Reels. This move could boost the discovery of new content and increase the overall time spent watching Reels, leveraging the data from Reels that users share via direct messages to recommend content that matches both users' tastes.
Privacy and user control
One of the appealing aspects of “Blend” is its emphasis on privacy and user autonomy. The feature ensures that the curated feed of Reels remains private between you and your friend, with the option to leave the “Blend” at any point. Although Instagram has remained tight-lipped about the specifics, such as whether the recommendations within a “Blend” would continuously update or refresh after a certain period, the focus on creating a shared yet private experience is evident.
A step ahead in the competition with TikTok
While TikTok continues to dominate the short-form video market, Instagram's “Blend” could offer a unique and engaging feature that sets it apart from its rival. By fostering a more collaborative and personalised Reels viewing experience, Instagram enhances user engagement on its platform and positions itself as a creative leader in social media innovation.
As with any prototype, the future of “Blend” remains uncertain, with no clear timeline for when, or even if, it will be launched externally. However, its potential to redefine how users discover and interact with content on Instagram makes it a feature worth looking forward to.
