Instagram Launches ‘Blend’ Reels Sharing Feature

Overview:

• Instagram launches new Blends Reels feature.
• A new Reels-sharing feature that creates a shared feed between users or groups based on their collective content preferences.
• For marketers, Blend presents new organic discovery opportunities, encouraging brands to craft content that feels relevant, personal, and shareable within tight-knit groups.
• House of Marketer’s Insights on what this feature means for creators and marketers.

Instagram is doubling down on what it sees as its biggest strength: private engagement. With the launch of its new “Blend” Reels feature, Instagram is positioning itself as the platform for connection, not just content.

Instagram Chief Adam Mosseri hinted at this shift back in 2022 when he noted that users were posting “a lot more to stories, and send[ing] a lot more DMs, than they post to Feed.” Since then, the app has steadily introduced features that reflect this pivot—from collaborative stories to shared collections.

Now, with Blend, Instagram is leaning even further into private social experiences.

What Is ‘Blend’ Reels Instagram Feature?

Blend is a new Reels feature that allows two users—or even group chats—to create a shared feed of recommended Reels. Instead of forwarding videos one by one, users can now access a dynamic, auto-updating stream of content tailored to their mutual tastes.

Here is how it works:

• You start by tapping the Blend icon at the top of a DM thread.
• Once the invite is accepted, a shared Reels feed is created between you and the other participant(s).
• This feed updates regularly based on the Reels each of you watch, engage with, or share.
• Reels within the Blend will display who they are recommended for, offering transparency and context.
• Any reactions or comments on a Reel will show up as notifications within the chat, encouraging more interaction.

In short, Blend turns passive sharing into an active, ongoing experience. It is like having a personalised TikTok “For You” page, but just for your inner circle.

Instagram is a Platform Designed for Friends, Not Just Feeds

Blend is not just a feature—it is a signal. It shows that Instagram is keenly aware of shifting social behaviors, particularly around private sharing and content discovery. While TikTok still dominates the algorithmic short-form video space, Instagram is betting that shared experiences—especially in small groups—will become the next frontier of social engagement.

For example, two friends with different tastes—say, one obsessed with interior design and the other with funny pet videos—can still enjoy a Blend feed tailored to both their interests. And when they react to a Reel inside the chat, that small moment becomes a spark for conversation. In this way, Instagram is not chasing virality—it is nurturing connection.

By blurring the line between content consumption and messaging, Instagram is hoping to make Reels a more social experience rather than a solitary scroll.

Potential Limitations

Of course, Blend is not without its caveats. Shared feeds could become noisy if the participants have very different interests—fitness reels for one user, DIY for another, and dog memes for a third. This diversity could dilute the relevance that makes personalised sharing feel special.

In many cases, the charm of sending a Reel directly to someone lies in the intention—it is a digital “I thought of you.” A feed that tries to represent everyone’s taste might lose that personal touch.

Still, Instagram seems confident that Blend can bring people closer by creating space for spontaneous interaction.

House of Marketers Insight

For marketers, Blend introduces a new avenue for organic discovery. If a Reel gets shared into enough Blends, it gains access to tightly-knit groups primed for conversation—a far cry from the one-and-done viral model.

That said, brands will need to think more like creators and friends. Content needs to feel relevant and emotionally resonant enough to get shared in a DM, not just passively watched. Blend reinforces the idea that the future of social isn’t just about reach—it is about relationships.

Instagram’s Big Opportunity in TikTok’s Uncertainty

With TikTok facing regulatory pressure in the U.S. and other markets over data privacy and national security concerns, Instagram sees a major opportunity to position itself as a safer, more stable alternative. Instagram has been steadily investing in updating features like Reels, partnership ads, profile grids, and now collaborative reels via “blends”. To fill the potential gap left by TikTok’s troubles, it’s also offering a breakthrough program for influencers looking to expand their horizons.

Rather than replicating TikTok’s format outright, Instagram is working to carve out its own identity by focusing on meaningful, private connections. Features like Close Friends, Notes, Shared Collections, and now Blend, reinforce this effort to make Instagram feel more personal and less performative.

In doing so, Instagram is not just following trends but responding to them strategically. By enhancing private engagement and doubling down on collaborative tools, Instagram is making a case for itself as the social app built for shared experiences, not just viral moments.

At House of Marketers, we specialise in data-driven performance marketing strategies that maximise reach and engagement by exploring how features like Blend could reshape your content strategy? Let’s craft a campaign that delivers real results. Contact the House of Marketers team today.