New York: Instagram is adding a social twist to content discovery with the launch of Blend—a brand-new feature that allows users to create a shared Reels feed with their friends, making it easier to discover and enjoy trending videos together. The feature is now rolling out globally and aims to strengthen Instagram’s appeal in the competitive short-form video space.
What is Blend?
Blend integrates directly into Instagram’s direct messaging (DM) interface. Users can start a Blend by tapping a new icon at the top of a one-on-one or group chat. Once every participant opts in, the feature activates a shared Reels feed tailored to the combined interests of the group.
The feed refreshes daily, showcasing a curated selection of Reels based on content that each member might enjoy. When someone reacts to or engages with a Reel, Instagram sends a notification to the group, encouraging real-time interaction and further social engagement.
“We’re introducing Blend as a new way to connect with your friends in DMs. Blend is a shared feed of Reels that combines recommendations you and your friends may like. To start a Blend with a friend or group of friends, go to a DM and click the Blend icon. Everyone in the DM group has to opt-in to participate. Excited about this one”, said Adam Mosseri, Head of Instagram, in a recent video announcement.
By introducing Blend, Instagram is strategically differentiating itself from competitors like TikTok, which does not currently offer a similar collaborative content experience. The feature not only enhances peer-to-peer engagement but also shifts the focus toward shared content consumption, rather than solely creator-driven discovery.
Meta Faces Antitrust Heat in the U.S.
While Instagram pushes forward with innovative features, its parent company Meta is simultaneously navigating a major antitrust trial in the United States. The Federal Trade Commission (FTC) has accused Meta of acquiring competitors—specifically Instagram and WhatsApp—to stifle market competition and create a social media monopoly.
In a pivotal moment during the trial, Meta CEO Mark Zuckerberg acknowledged that the decision to acquire Instagram was driven by its superior camera technology at the time.
Zuckerberg stated that Instagram had a “better” camera than what Facebook was building, a key factor influencing the acquisition.
The trial outcome could have significant implications for Meta, potentially leading to the forced divestiture of Instagram and WhatsApp, thereby reshaping the tech and social media landscape.
As Instagram expands its product lineup with features like Blend, its role in the larger narrative of Meta’s market dominance and innovation-driven strategy continues to evolve.
