Instagram’s new Blend feature lets you create a personalised Reels feed with friends — how it works

Instagram has rolled out a new feature called ‘Blend’ that allows users to create a personalised reel feel with their friends. Much like other similar features by the company, Blend works both with an individual conversation or for a group chat, say with a bunch of friends. 

Blend is an invite only feature that gives a combined recommendation of reels that the the people in that conversation may like and the content on this custom feed is refreshed evey day. 

The new feature allows users to see reels that are not currently part of their recommendation engine but since their friends like these reels, there is a fair chance they might like them too. 

In a rare occurance, Blend is currently part of a few features that Instagram isn’t borrowing from TikTok. Instead, this feature is meant as a way to allow the social media giant to boost its app as uncertainty looms over TikTok’s future in the US. 

Instagram and WhatsApp under the scanner: 

In other related news, Meta is a currently facing an antitrust case in the US over the company’s allegged attempt to buy off its rivals and monopolize the social media market. Notably, Meta (then called Facebook) had bought Instagram for $1 billion in 2012 and WhatsApp for $19 billion in 2019 which later became the core focus of the company in years to come. 

US watchdog Federal Trade Commission is looking to force the company to sell its two social media apps in order to curtail its domincance. 

The case saw a testimony by Meta CEO Mark Zuckerberg who stated that the company saw TikTok as a highly urgent threat and even lost users when the Chinese rival started growing in 2018.

“We observed that our growth slowed down dramatically…It was highly urgent, this has been a top priority for the company for several years.” Zuckerberg said. 

Zuckerberg and his lawyers also stated that Meta faces competiton from a number of companies in the social media arena, including YouTube, iMessage, LinkedIn and TikTok.