Instagram just launched Blend, a a new feature that lets users create a private feed of recommended Reels in their DMs. The use-case here is kind of confusing, but it has potential to be useful for users who want to get to know their friends and lovers’ algorithms better — an inclination so disturbing in nature that it might actually be real.
You could compare it to Spotify Blend playlists — which are great to have in the background of a hang or to discover commonalities with other users — but for scrolling through Instagram Reels in silence next to each other. It could also help make the Reels scrolling experience more collaborative and less lonely. If the feature does nothing else, it will likely keep users logged on for longer; a W for Instagram.
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The feature has been in development since at least March 2024, and was being tested with some users in March. It’ll work in one-on-one DMs or on group chats.
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