Instagram Introduces 'Reposts' Feature to Expand Content Reach

Instagram is rolling out a new ‘Reposts’ feature that could significantly change how content circulates within the app. According to an update in Instagram’s Help Center—first shared by social media advisor Sarah Roizman—users who repost content may now see those posts appear directly in the feeds of their followers.

As stated in the updated guide:

“When you repost, your followers may see what you reposted in their feeds.”

Previously, Instagram only allowed users to reshare others’ content to Stories, which disappear after 24 hours unless saved to Highlights. Now, by tapping the repost icon beneath a post or Reel, users can add a caption and share it to their followers’ main feeds, similar to a traditional post.

Roizman explained:

“Before, you could only share someone else’s content to stories. Now, when you tap the repost icon under a post or reel, you can add your own text and it’ll show up in your followers’ feeds like a regular post.”

This change mirrors features seen on platforms like X (formerly Twitter) and TikTok, where resharing content plays a central role in engagement and discovery.

Not an Entirely New Concept

Instagram actually tested a similar repost function back in 2022, complete with a dedicated "Reposts" tab on user profiles. The initial test didn’t gain much traction, but with over half of users’ feeds now populated by AI-recommended content, Instagram appears more confident in reintroducing this capability.

Reposts will now blend into this recommendation-heavy ecosystem, which already includes showing users posts that friends have liked in the Reels feed.

Still, some users question the original purpose of Instagram’s feed algorithm. Initially, the algorithm was introduced to help users navigate an overwhelming volume of content from accounts they followed. Now, with outside recommendations, ads, Reels, and reposts all populating the feed, that logic seems increasingly muddled.

Despite the concerns, for creators and brands, reposting may offer a new way to extend the reach of specific content. While Instagram hasn’t disclosed how much amplification reposts receive, it confirms that followers may see them in their feeds.

Creator Concerns and Clarifications

Reposting has sparked conversation among users, especially creators concerned about credit and affiliate revenue. One major question was whether original creators still receive proper attribution when their content is reshared.

Roizman clarified:

“According to Instagram, reposted content will always link back to the original creator. So if someone shares your post or Reel, your username stays attached to it, and any likes, comments, and engagement still count for your original post. The repost doesn’t replace or take over your content, it just gives it extra visibility in someone else’s feed.”

Reposted content will appear in a separate tab on user profiles—similar to TikTok’s "Reposts" tab—ensuring that these shares are distinguishable from original posts on the grid.

Community Reactions

The feature has prompted a range of responses. Some users have welcomed the addition, likening it to Twitter’s retweet function or TikTok’s repost option. Others are skeptical, citing fears of feed clutter, duplicate content, and increased meme saturation.

Critics have also compared the change to existing features like “Remix,” but Instagram confirms that the two are distinct:

• Remix: Lets you create a new Reel side-by-side with another user’s content.

• Repost: Simply shares the original content with your followers, including a caption, without editing the content itself.

Roizman emphasized:

“It’s different because stories disappear after 24 hours and don’t live on your feed unless you save them to highlights. With this new feature, reposted content shows up as a post in the main feed and stays in a separate tab on your profile too, so anyone visiting your account can easily scroll through what you’ve reshared.”

IG Reposting: The Bottom Line

Instagram’s repost feature is still rolling out gradually, so not all users will see it immediately. While it’s clearly part of a broader shift toward more content amplification and recommendation-driven discovery, the full impact on user behavior and creator strategy remains to be seen.

For now, reposting provides another tool to increase visibility—one that may appeal to both creators and everyday users looking to elevate posts they enjoy.