Similar to X (formerly Twitter) or TikTok, Instagram's new Repost feature allows you to reshare posts and content you like straight into the main feed of your followers. Unlike Stories, these reposts are permanent and appear on your profile’s main grid.
In 2022, Instagram tested the Repost feature for the first time, but only rolled out the full version to a limited number of users in June 2025. It is expected to be gradually made available to all users in the near future.
How to Use Instagram Repost:
- Tap the double-arrow Repost icon beneath any feed post or Reel.
- In the window that appears, optionally add a caption or comment.
- Hit the Repost button to add it to your own feed. Your followers will see it just like a regular post.
Once reposted, the content appears in your feed exactly like any other post. Instagram explains that “your followers can see your reposts in their feeds.” No concrete data has yet been shared on how much extra visibility reposts generate, but Instagram views them as a new content source within its AI-powered recommendation system.
Where Do Reposts Appear?
Reposts are collected in a new “Reposts” tab on your profile, separate from your regular Posts tab. The original creator’s username and caption remain visible, and all likes and comments count toward the original post. Reposts only give the original post more visibility.
Why It Matters for Brands & Influencers
Instagram’s Repost feature lets you surface content your followers share without needing them to tag you. This means:
Multiply Your Reach: Your reposts can show up in your followers’ feeds and then in their followers’ feeds, boosting organic discoverability.
Highlight Your Community: By resharing real user experiences, you build a genuine, trust-worthy brand image.
Speed Up Content Planning: Leveraging UGC (user-generated content) reposts saves time and budget while keeping your feed fresh.
Build Trust & Authenticity: Showcasing genuine customer stories turns your marketing message into a natural narrative that resonates with prospects.
Strengthen Collaborations: Instantly reposting influencer content shows appreciation and can quickly elevate your engagement metrics.
Incorporate Repost into your strategy, amplify your community’s voice and take your engagement to the next level!
