Instagram is currently working on a new feature called “Blend” that will allow users to create a private feed of Reels recommended for themselves and a friend. This feature is still in the development stage and is not being tested externally. The idea behind Blend is to provide a personalized feed of Reels based on content that users have shared with each other and their individual interests.
This new feature is reminiscent of Spotify’s “Blend” functionality, which allows users to combine their favorite songs into a shared playlist with a friend. By introducing Blend, Instagram aims to enhance the experience of discovering new Reels together, ultimately increasing engagement and watch time on the platform.
With Blend, Instagram hopes to harness the data of Reels shared via DMs to recommend and showcase content that is tailored to the interests of a specific pair of users. This collaborative approach sets Instagram apart from its competitors, most notably TikTok, by offering a unique and interactive feature that is not currently available on other platforms.
Although Instagram may gain a slight competitive advantage over TikTok with the introduction of Blend, it is important to note that TikTok still dominates the short-form video market. It remains to be seen when or if Instagram will officially launch the Blend feature to all users, but it is definitely an exciting development to watch out for in the future.
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