Instagram is currently rolling out a new repost feature that allows users to share Reels and feed posts from others directly in their own feed. Previously, this was only possible through stories. For businesses, advertisers, and content marketers, this presents an opportunity to enhance organic reach, brand engagement, and social proof without additional media budget.
Reposts now appear in your feed.
Instagram is testing an option that allows you to repost others' posts and Reels directly in your followers' feeds. Previously, content could only be shared via Stories, but now it will permanently appear among regular posts in the timeline.
When you tap the 'repost' icon under a post or Reel, you can add your own text. The post then appears in your followers' main feed, just like a normal post. Instagram is rolling out the feature gradually, so not all users have access to it at this time.
What’s new?
With one click, you can share content from public accounts in your own main feed.
A separate 'Reposts' tab on your profile consolidates all your shared posts.
The function works similarly to the retweet on X or the repost on LinkedIn.
So far, Instagram has limited the sharing of others' content to temporary Stories or external tools. This native repost option provides a structural, visible place in the feed's algorithm – with the potential for lasting reach.
Why this is relevant for businesses
1. Greater organic reach for branded content
Reposts give valuable content – such as reviews, customer cases, or influencer content – a second life in the feeds of others, without additional media investment.
2. Strengthening of social proof
Customers, employees, or partners can easily support brand content visibly. This enhances credibility and strengthens trust in a brand.
3. Measurable impact of shared content
Reposts are likely to be measurable in analytics, providing valuable insights into distribution, engagement, and indirect conversion.
4. Distribution as part of content strategy
Reposts can become part of influencer or community campaigns. Consider encouraging employees or ambassadors to actively share branded content.
What are the points of attention?
There is a chance that feeds may become too cluttered with shared content. Instagram will need to adjust the algorithm to prevent repetition and content fatigue. For brands, this means that focusing on quality and relevance remains essential.
What can you do right now?
Prepare your social strategy for a repost-driven distribution model:
Create shareable formats with clear branding and short, powerful messages.
Activate customers, employees, or influencers to share your content.
Consider incentives or creative formats that encourage sharing.
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