Instagram testing "blend" function for customised reel recommendations
It has been reported that Instagram is working on a new feature called "Blend." The goal of the prototype is to provide a private feed of suggested reels to users and their friends. Reverse engineer extraordinaire Alessandro Paluzzi found the feature, which combines users' interests and is modelled after Spotify's Blend feature. According to Instagram, testing is still ongoing.
A screenshot shared by Paluzzi indicates that if a user invites a friend to join a Blend, Instagram will curate a personalized feed of Reels that aligns with both users' interests.
The Blend feature will be private between the user and their friend. Users will have the option to exit a Blend whenever they wish.
However, Instagram has not yet disclosed whether Blends will continuously refresh with new recommendations or if updates will occur after specific intervals.
The primary goal of this feature is to enable users to explore new Reels together, potentially increasing Reels's discovery rate and watch time.
Earlier this March, Paluzzi also uncovered the beta testing of a new Reels feature called “Spins,” which will “Allow people to swap out text or audio in your Reel. For every spin added, you will reach their audience.”
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