Instagram is experimenting with a new feature called Blend, a personalized Reels feed shared between friends. This feature curates Reels based on videos users have sent to each other and their shared interests.

Sounds interesting? It gets better. This means the more Reels you exchange with a friend, the more Instagram fine-tunes the content you both see. It’s like a custom For You page, but just between you two.

Instagram head Adam Mosseri highlighted this update during a recent Ask Me Anything session, calling it one of the upcoming features he’s most excited about.

Also, the feature was spotted by multiple netizens, including Jonah Manzano. Here are snapshots from his latest tweet.

How Does Blend Work?

Using Instagram Reels Blend is simple.

Step 1: You invite a friend through Instagram DMs. There will be a special Blend icon (two avatars combined) at the top of your chat.

Step 2: Once they accept, Instagram generates a shared Reels feed tailored to both of you.

Step 3: The feed updates automatically with new Reels, based on what you both engage with and share.

Step 4: It’s private—only you and your friend can see it. Plus, you can leave anytime.

Instagram’s goal? To make Reels feel more personal and social, rather than just algorithm-driven. With over 4.5 billion Reels shared daily across Instagram and Facebook, Blend taps into a growing trend of users preferring private content sharing over public feeds.

Why Is Instagram Introducing Blend Reels?

Instagram has been shifting towards private interactions for a while. Think about Close Friends, Notes, and now Blend. It’s clear that people prefer sharing content in DMs rather than just posting publicly.

For brands and creators, this means one thing: shareability matters more than ever. Instead of chasing views and likes, content needs to be engaging enough to be shared in private messages. If your content isn’t sparking conversations, it might not get the reach you’re hoping for.

What This Means for You?

If Blend rolls out to everyone, it could change how you discover Reels. Instead of just scrolling through random videos, you’ll have a feed that actually matches your vibe—curated with your closest friends.

Would you use Blend to discover Reels with friends? Let me know what you think!