Instagram Blend lets you share a Reels feed with friends

Instagram is launching a new feature called Blend that’s a custom Reels feed shared between you and members of a DM group.

If you’ve invited members of a DM chat to a Blend, then when you tap the Blend icon in a chat, Instagram will show you Reels that are suggested for people in the group. You can set up a Blend in a one-on-one conversation or in group chats, and the Blend feed will refresh with new content every day.

Blend could be a useful way to see things that may be outside what is usually suggested to you. If a friend likes it, there’s a chance you might, too. But there could be a flip side to that; I wonder if a Blend could reveal things your friends like that you don’t.

The launch of Blend is happening as Instagram is reportedly making a big push to take advantage of the uncertainty around TikTok’s future. It recently switched profile grids over to featuring rectangles instead of squares, and the company is working on an Instagram iPad app, according to The Information.