Instagram is working on a "Blend" feature that should build a private feed of Reels recommended to you and a friend. Today, the company told TechCrunch that the feature is indeed an internal prototype and is not currently being tested out externally.

The feature was first reported by reverse engineer Alessandro Paluzzi, who often discovers social media features in development before they are released. According to a screenshot posted on X by Paluzzi, a "Blend" would include "Reels recommendations based on Reels you've shared with each other and your Reels interests."

That is, you could invite a friend over to a "Blend," where Instagram would create a customized feed of Reels that it thinks the two of you might care about. Blend seems like an analogous variation of Spotify's feature of the same name, which was rolled out last year and lets two people merge their favorite songs into one combined playlist.

The screenshot indicated that Blends would be private between you and the other user, with you able to leave a Blend at any time. The company did not explain further details on whether the feature will continue to update with new recommendations or will post updates after some time.

#Instagram is developing Blend: #Reels recommendations based on reels you've shared with 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

In fact, it is actually designed to make it possible for users to discover new Reels together, hence a way for Instagram to boost Reels' discovery and watch time. Since people already send each other Reels via DMs, Instagram is now leveraging that data to proactively recommend and display Reels that it believes a pair of users would enjoy.

Unlike any other prototype, it's unclear when or if Instagram will launch this feature outside.

When launched, Blend would unlock entry to something enjoyable and collaborative but less accessible to Instagram Reels customers than the competitor platform of TikTok. The two products seem similar in many regards, although the launching of "Blend" has given Instagram a competitive advantage over TikTok, albeit a minor one since TikTok remains the short-form video marketplace leader.