Instagram’s Blend Creates Shared Reels Feed with Friends
Instagram has unveiled a new feature called ‘Blend’ that enables users to enjoy a personalised feed of Reels alongside friends. Designed for both private chats and group conversations, Blend suggests Reels based on shared interests, offering a daily refreshed feed. Users must receive an invite to join, which adds an exclusive feel to the experience.
Rather than sticking to each user’s individual algorithm, Blend creates a joint recommendation list, showing content friends are already engaging with. Because of this, users are likely to discover new creators and trends they might have otherwise missed. Importantly, this move comes as a rare innovation from Instagram, not borrowed from TikTok unlike many other features.
At a time when TikTok faces potential bans in the US, Meta appears to be reinforcing Instagram’s appeal with tools like Blend. Although uncertain how widely Blend will roll out, its ability to foster closer digital interactions could prove vital to retaining users, especially younger audiences who crave more connected experiences.
Meta Faces Growing Legal Pressure
While Instagram expands its feature set, Meta the parent company is facing intense scrutiny in the United States. The US Federal Trade Commission (FTC) has filed an antitrust lawsuit against Meta, accusing the tech giant of attempting to eliminate competition by acquiring rival platforms.
Meta’s high-profile purchases of Instagram in 2012 and WhatsApp in 2014 are at the centre of the case. Authorities are now pushing for Meta to divest both apps, arguing that their acquisition harmed market competition. In defence, Meta CEO Mark Zuckerberg testified that the company’s strategy stemmed from fierce competition, especially from TikTok.
He stated that Meta began losing users as TikTok gained traction in 2018. Consequently, the company felt an urgent need to adapt and innovate. Moreover, Meta’s legal team insists that the company continues to compete with numerous platforms, including YouTube, iMessage, LinkedIn, and TikTok.
A Strategic Pivot Beyond Algorithms
With Blend, Meta may be signalling a broader shift. Rather than solely depending on algorithmic feeds, the company is exploring shared, socially-driven content discovery. Whether this approach gains traction remains to be seen. However, as TikTok’s US future hangs in the balance, Instagram’s experimentation with features like Blend could reshape how users connect and consume content together.
