Instagram has launched a new feature called Blend, allowing users to create custom reels feeds with friends. This invite-only feature enables one-on-one or group chats to curate unique content refreshed daily. Blend aims to enhance social interactions by notifying users when friends react to shared reels, fostering engagement. This move is seen as a strategic effort to compete with TikTok by encouraging collaborative short-form content discovery. Users can easily set up a Blend through direct messaging, enhancing the communal viewing experience on the platform.