Instagram’s “hybrid” allows friends to share reels; influencers see a surge in audiences

The tool allows users to stream content together and discover new content based on shared interests.

“We are announcing a new feature called Blend, which is a shared feed for sharing reels with friends and even a group of friends in DMS. We want Instagram to be where people connect through creativity, so this is another way to do that,” Instagram head Adam Mosseri announced in the April 17 reel.

Influential people see growth potential

The latest features of the platform make influencers excited about exposure and potential surges in followers. By extending content visibility to friends of their followers, creators are expected to have significantly higher coverage.

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“Based on my strategy and content plan, I expect an estimated growth of about 15-25% over the next few months, depending on consistency, engagement and campaign performance, with an estimated growth of about 15-25%,” said content creator Anishi Gupta. This can especially drive the growth of emerging creators, Gupta added.

However, this feature is limited to direct messages, i.e. personal and group chats. Creators want to expand it to their community channels to strengthen connections with their followers.

“Our creators are actively committed to building a strong community to sustain and develop engagement. If we can share our feed with channel members, that can really help with that,” said Harish Solanki, an influencer with 289,000 followers on Instagram, where he created content related to bikes.

He added: “I watched a lot of cycling and travel related content for my research and most of my community members on Kalakaar are following my latest information to learn about and relate to bikes. I would love to share reels with the reels I watched on that channel to connect with them.”

Emails sent to Instagram parents Meta asking creators if they will access sync feeds in the future through a mix in community channels until release time.

Brand, marketers’ eyes new opportunities

While this feature is very new to brands, marketers are already exploring how to leverage the convergence of campaigns, including targeted content and competitions, where winners can share feed with celebrities or influencers.

Popular marketing influencer Aarti Samant (renamed “Category Girl”) posted a video on her controller about how brands use this feature. She recommends brands launching “mix-only” sales, where loyal customers can get special discounts when they watch the brand’s content with one of their friends and share screenshots with the brand, or create secret preview series in a similar way.

Marketing agencies have started to develop different ways to market to customers how to use this feature in campaigns.

“Since this new feature focuses on shareability of content, it will be very suitable for boosting the large-scale campaigns that brands are carrying out. They will focus on creative stories as the algorithm will be showing similar feeds to a wide variety of audience, so if one viewer likes an ad, the sane will be recommended to their friend,” said Kshitij Sharma, co-founder of influencer marketing agency PyroMedia.

He added: “This will generate more targeted and relevant content for the user base community from the brand.

Brands can also leverage the popularity of their brand ambassadors and celebrities or influencers to attract more users through mixing.

“Brands can host competitions that allow winners to get access to joint feed with celebrities who work with the brand after shopping. In this country of Star Truck, more buyers will be attracted to get exclusive opportunities for exclusive opportunities to get a merger of social media,” said Vaishnavi Rathi, a social media strategy and marketing agency, PR PR PR PR PR PR PR PR PR PR PR PR PR PR PR in this star truck country.

However, some creators are skeptical of the new feature and think it’s too early to see whether they’re good for them in the long run.

“It’s (mixed) in a very early stage. I’m still evaluating whether this can help, and I feel it will mature over time, and maybe that’s a good proposition. Testing it will let us decide that,” coding creator Arsh Goyal has coding for over 467,000 followers on Instagram.