Meet Blend: Instagram's New Shared Reels Experience

9 hours ago 2

April 21, 2025 | 10:50 am

TEMPO.CO, Jakarta - Instagram has launched Blend, a new way for users to connect and collaborate with friends or groups in Direct Messages. Blend is a shared feed in Reels that combines recommendations that users and others might like.

Chief Executive Officer of Instagram, Adam Mosseri, said that this feature appears at the top of DMs groups, and when tapped, it will start instantly. "Now everyone has to opt in, because you're actually sharing your interests implicitly. Because what you'll see, if you go in there, is Reels that we think you are interested in," quoted from his personal Instagram account @mosseri, on Monday, April 21, 2025.

Mosseri explained that anyone in DMs can share content or topics of interest. The creator of the Blend will need approval either one-on-one or from other group members. After other members accept, users can communicate through the thread.

"It's a really fun way not only to share your interests, but to learn a little bit about your friends' interests. Sometimes it's wild, or surprising or funny," said Adam.

Once each user has shared in the Reels, Instagram will automatically create a collection of shared videos. Users can view Blend multiple times or continue sharing activities with their small digital community.

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