Instagram has officially launched three long-awaited features that could fundamentally change the way businesses and users share content. The new capabilities include re-posts, a friend map, and a special "Friends" tab in the Reels feed.
Re-posts mark a turning point in Instagram strategy
The most notable addition is the re-post feature, a function that Instagram has avoided for years out of fear of reduced original content. Users can now re-share public Reels and posts, with this content being recommended to the followers of the person who re-posts it.
Instagram places a purple re-post icon with the profile picture of the sharer on the shared content. Additionally, there will be a separate "Re-posts" tab on user profiles where all shared content is visible, including added comments.
The friend map serves as Instagram's answer to Snapchat's popular Snap Map. This opt-in feature shows where friends are located and what content they are sharing from specific locations. Users retain full control over who can see their location and can disable the feature on a per location or person basis.
New discovery opportunities for businesses
The "Friends" tab in Reels displays public content that friends have interacted with, based on likes and recommendations from shared Blends. This feature builds on previously introduced capabilities to view Reels that friends have liked.
Business impact of the new features
For companies, these features present both opportunities and challenges. Re-posts can increase organic reach when content is shared by users, but they can also lead to more "recycling" of existing content instead of new creations.
The friend map opens up possibilities for location-based marketing, especially for physical stores and events. Companies can benefit from users tagging content at specific locations.
Recommendations for Companies
Companies need to adjust their content strategy to these changes. Focus on creating shareable content that users want to repost. Consider using location tags more strategically to increase visibility on the friend map.
Monitor how these features affect your organic reach and adjust your strategies if this works for you. The emphasis on friendship networks means that authentic, personal content may perform better than traditional advertisements.