The bloom is the first small pour of a brew: enough water to wet the bed, then a pause of 30 to 45 seconds before the rest.
What is happening
Roasting produces carbon dioxide, and roasted coffee holds a great deal of it. Grinding releases some; wetting releases the rest, fast, as the foam and swelling you can see.
That gas is a problem while it is escaping. It pushes water away from the coffee particles, so the grounds are not properly wetted and the extraction is uneven and lower than it should be.
Blooming lets the gas out before the main pour, so the bed is saturated when the real brewing starts.
How much water
Two to three times the dose by weight. 20 g of coffee wants 40 to 60 g of water.
Too little and part of the bed stays dry. Too much and you are simply brewing.
How long
30 to 45 seconds for most coffee. Watch the bed — when it stops swelling and the surface begins to sink, it is done.
When it matters most
Very fresh coffee, within two weeks of roast, degasses hardest and blooms most dramatically. Coffee two months old barely blooms at all, because the gas has already gone.
That is why a bloom that does nothing is a freshness indicator, not a technique failure.
Immersion methods
A French press benefits too: wet the grounds, stir, wait 30 seconds, then fill. It measurably improves evenness.