Instagram launches new ‘Blend’ feature for shared Reels feed with your besties

Instagram is making it even easier to share your scrolling habits with your bestie.

The platform has officially rolled out a new invite-only feature called Blend, which creates a private, personalised Reels feed shared between two users within their DMs.

Announced on Thursday after more than a year of internal testing, Blend allows users to invite a friend to create a collaborative feed.

The Reels shown are curated by Instagram’s algorithm based on both people’s activity and interests.

“Blend is a customised Reels feed made just for you and a friend,” Instagram said, highlighting its exclusivity and focus on shared discovery.

Once the invitation is accepted, the shared feed appears in a chat-like thread where both users can view tailored Reels, react with emojis, and send messages.

A Blend icon is now visible at the top-right corner of the DM thread, next to the call buttons, marking the entrance to this new co-watching experience.

The feature first surfaced in beta in March 2024 and is now available worldwide on both iOS and Android.

According to early testers at Gadgets 360, accepting an invite is simple: a request pops up in your DMs and one tap lets you join.

Users can leave the Blend at any time. While Blend currently supports Reels only, it is unclear whether Instagram plans to expand it to include Stories, photos, or other content types.

With this launch, Instagram continues to emphasise social, short-form video experiences, while also working on a standalone Reels app and expanded tools for creators.