Instagram Repost Feature
Instagram’s new repost feature, launched globally on August 6, 2025, lets users share public posts and Reels directly to their feeds, increasing visibility and engagement. The Instagram repost feature also adds a dedicated Reposts tab, drawing both praise and criticism—especially for its resemblance to TikTok’s content-sharing model.
Image: Hindustan Times
Bold Move in Content Sharing
Instagram introduced a major update on August 6, 2025, by launching its much-anticipated repost feature. Previously, users relied on Stories or third-party apps to reshare content. Now, with just a tap, they can repost public Reels and grid posts directly to their feeds. This new tool also includes a separate Reposts tab on each profile, making reshared content easier to track while crediting the original creator. Notably, this update resembles the retweet mechanism used on X, giving creators and businesses a powerful, free method to amplify their reach.
How Users Can Repost Content
To use the Instagram repost feature, users simply tap the circular arrow icon under a public post or Reel. After adding a caption, the content gets published directly to their feed and appears in the Reposts tab. The platform ensures credit goes to the original uploader, and users with public profiles can opt out if they wish to prevent their content from being reshared. As a result, Instagram eliminates the need for external tools, making content sharing both ethical and seamless. This function promotes visibility while preserving content ownership.
Comparisons with TikTok and Snap Maps
Despite its usefulness, the update has sparked mixed reactions. Many creators appreciate the simplified sharing process. However, some users argue the feature makes Instagram feel increasingly similar to TikTok. Additionally, Instagram rolled out a new location-sharing map that allows users to explore nearby events and activities. Critics quickly compared it to Snap Maps, describing the feature as “unnecessary” or “cluttered.” These changes indicate Instagram’s aggressive push toward innovation, although not everyone sees them as improvements.
Benefits for Creators and Brands
Small businesses, influencers, and musicians stand to gain significantly from this change. Brands can now repost testimonials or user-generated content with lasting visibility—unlike Stories, which vanish after 24 hours. The dedicated Reposts tab gives prolonged exposure, while tools like Sprout Social and Brandwatch help analyze repost performance. However, marketing experts advise maintaining a balance to ensure original content continues to shine. Overusing reposts could reduce a brand’s unique voice, so a thoughtful approach is key.
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Balancing Innovation and Identity
In addition to the repost feature and map tool, Instagram recently launched a Friends tab in Reels to showcase content liked by connections. These changes suggest a broader strategy to strengthen community interaction. Still, the growing number of TikTok-like features has prompted concerns about Instagram losing its original photo-sharing charm. Moving forward, the success of these updates will depend on user feedback, adoption rates, and how effectively Instagram addresses authenticity concerns.
