Instagram Experiments With Repost Feature to Reshape Content Sharing

Instagram’s New Repost Feature: What’s Changing?

Instagram has always been a place to share snapshots, updates, and Stories, but the one thing it never offered was a simple way to directly reshare someone else’s feed post to your own profile. That might be changing soon. Instagram is now testing a repost function that acts a lot like Twitter’s retweet, letting users amplify content beyond just Stories or direct messages. This has caught the eye of creators and everyday users alike—you can finally boost someone’s photo or video for your own followers to see, without jumping through hoops.

The idea isn’t entirely new. Instagram first thought about a repost button back in 2017 and circled back to it in 2022, but never fully rolled it out. Now, with new tests slated for 2025, the company seems more serious about it. Early versions of the feature suggest that your reposted content would sit in a separate tab on your profile, so your main feed isn’t swamped with reshared posts. That means you still get to curate your main photo grid but won’t lose out on opportunities to share things you find cool or important.

Why Reposts Matter for Users and Creators

The main pull for a repost feature is convenience. Right now, if you want to share a public feed post, your best option is to screenshot it, use a third-party app, or dump it into your Story. All these methods are clunky and don’t give the original creator the same spotlight. Instagram’s new test takes care of that—reposts would credit the original poster, helping small creators get their moment in the sun. For anyone trying to grow a following or go viral, this change could be a real game-changer.

Instagram’s move also echoes trends on other apps. TikTok’s repost function lets users easily circulate hot content, and Meta’s new app Threads offers a similar tool. By leaning into this trend, Instagram hopes to keep up with what people expect from modern social media. It could also lower demand for workarounds and third-party apps, meaning fewer spammy utilities cluttering up your phone.

However, there’s a flip side. Some folks worry the platform already feels too busy—with Stories, Reels, Notes, and a heavy dose of ads. Another stream of posts could add to the noise, making feeds feel more chaotic. Instagram is trying to solve this by moving reposts to a special tab, but only time will tell if it actually helps or just hides the problem. The big goal is to let people share content more easily and help creators reach a bigger audience without sacrificing what made Instagram fun in the first place.

Right now, there’s no official date for a global rollout, but the ongoing tests suggest Instagram is betting big on reposts as it adapts to what users want from their social apps. If it works out, resharing on Instagram could become as ordinary as double-tapping a photo.