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Instagram is testing a new feature called Blend. It’s designed to improve the discovery of Reels. The prototype in development would allow users to create a private feed with a friend.
According to reports from TechCrunch, Instagram has been developing an internal prototype of the Blend feature. When users invite their friends to “blend,” Instagram’s algorithm analyzes the rolls they share with each other.
It seems similar to Spotify’s shared playlist feature, aptly named Blend. On Spotify, up to 10 people can blend their musical tastes into a constantly updating playlist personalized for the group. Instagram’s version focuses on two users, and recommendations would be based on the roles they’ve interacted with and their general interests.
Instagram lets you create a shared Reels feed with Blend
According to a screenshot by Alessandro Paluzzi, the Blend feed would display algorithmic suggestions in a dedicated section of direct messages (DMs) between the paired accounts. It remains unknown how often the feed would be updated with new selections from Instagram.
#Instagram is working on Blend: #Reels recommendations based on reels you’ve shared each other and your reels interests 👀
ℹ️ Private between the two of you. You can leave a Blend at any time. pic.twitter.com/1kcssBuf7G
— Alessandro Paluzzi (@alex193a) March 28, 2024
On the other hand, Instagram confirmed that Blend is currently an internal prototype and not publicly available. If launched, Blend could help reinvigorate discovery on the Reels platform. It seems that the goal is to bring compelling new Reels content to the surface the old-fashioned way – through personal recommendations from others.
If launched, Blend could offer a unique twist on Instagram’s social video format, as opposed to competitors like TikTok that lack similar collaborative discovery tools. While TikTok continues to dominate the short-form video market, the addition of Blend could give Instagram a fresh way to go.
In addition to the Blend feature, Instagram recently introduced a playful twist to its Direct Messaging (DM). Users can now play a hidden game of Pong with their friends by sending and interacting with emoji in their DM conversations. The mini-game is available now, so get ready to play. The mini-game is available for iOS and Android phones.
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