Instagram is reportedly developing "Blend," a feature to privately share and discover Reels content with friends, enhancing user engagement

Instagram is reportedly developing a new feature called "Blend," aimed at enhancing the social experience of discovering and sharing Reels content with friends. The feature, described as an internal prototype by Instagram, is designed to create a private feed of Reels recommended for you and a chosen friend.

Initially uncovered by reverse engineer Alessandro Paluzzi, Blend appears to be Instagram's response to boosting Reels discovery and watch time by leveraging the platform's existing user interactions. According to a screenshot shared by Paluzzi, Blend would curate Reels recommendations based on content shared between users and their individual Reels interests.

Similar to Spotify's collaborative playlist feature also named "Blend," Instagram's Blend would allow users to create a shared space for discovering and enjoying Reels content together. The private nature of Blends ensures that recommendations are personalized for the participating users, fostering a collaborative and engaging experience.

Blends on Instagram would enable users to leave the shared feed at any time, providing flexibility and control over their content consumption. However, specific details regarding the frequency of updates or the mechanism for generating recommendations remain undisclosed by Instagram.

While Blend remains an internal prototype with no external testing underway, its potential to enhance Reels discovery and user engagement could position Instagram competitively against platforms like TikTok. By leveraging user interactions and shared interests, Blend offers a unique and collaborative way for users to explore and enjoy Reels content together.

Despite the competitive landscape of short-form video platforms, the introduction of Blend underscores Instagram's commitment to innovation and providing users with new and engaging social features. While it remains to be seen if and when Blend will be officially launched, its potential to differentiate Instagram's Reels experience could offer a compelling value proposition for users seeking interactive and personalized content discovery.

Blends on Instagram would enable users to leave the shared feed at any time, providing flexibility and control over their content consumption