Reposts Instagram: a new feature that lets you republish content in your followers' feed. Find out how it works and what it means for you.
It's a new feature that could change the way you use Instagram without you even realizing it. In March 2025, the platform quietly rolled out a long-awaited feature: Instagram repostsYes, you can now repost a post or Reel from another account directly to your followers' feed. No more sharing limited to ephemeral stories; Instagram is taking things up a notch.
Long reserved for behind-the-scenes testing, this Instagram repost feature fundamentally transforms the way content is shared. And above all, it puts the power back into the hands of the user. A small icon, a click, a comment, and your favorite post is exposed to a whole new audience.
How Instagram reposts work, explained simply
All Instagram reposts work similarly to retweets on X (formerly Twitter). Spot some inspiring content? Simply tap the repost icon below a post or Reel, add some personal text, and then repost it. This content will then appear in your followers' feeds like a regular post, with your comment in the header.
Before this, Instagram only allowed content to be shared in stories, which remained temporary and not very visible. With Instagram reposts, you're giving new life to other people's content while getting more exposure. Instagram has confirmed that your followers "may see what you repost" in their own feed.
In practice, this means that a simple action on your part can increase the engagement, reach, and lifespan of a piece of content. A change that could well shake up the strategies of content creators, brands and ordinary users.
Why Instagram is betting on reposts today
This isn't Instagram's first attempt. Back in 2022, the platform tested Instagram reposts with a dedicated tab on profiles. But that phase didn't convince. So why bring this feature back today? Simply because the app's usage has changed.
Today, more than half of the content you see in your feed doesn't come from accounts you follow. It's generated by algorithms or results from your friends' engagement. By integrating Instagram reposts, the platform is aligning with this dynamic of social recommendation, where what others share becomes more important than what you directly follow.
Instagram capitalizes on organic virality. And in a context where creators seek to maximize their visibility, Instagram reposts become a formidable weapon. No need to constantly create original content. All you have to do is repost intelligently.
What Instagram reposts change for users
For classic users, the Instagram reposts Open up new possibilities for expression. You can support a message, endorse a creator, or simply share an inspiring image with your community. This feature allows you to participate in a conversation without having to reinvent the wheel.
For content creators, this is a revolution. Each repost becomes a lever for reach. Your audience becomes a relay. The result? Potentially exponential growth. Engagement is no longer measured solely in likes or comments, but also in shares visible in the feed.
Brands can also benefit from this. An effective content strategy could include Instagram reposts from their fans or ambassadors. This strengthens authenticity, community, and engagement around a brand.
Comparison between stories, classic posts and Instagram reposts
| Functionality | Lifetime | Visibility in the thread | Add your own text | Impact on engagement |
|---|---|---|---|---|
| Story | 24 heures | No | Yes | Medium |
| Classic post | Unlimited | Yes | Yes | Pupil |
| Repost Instagram | Unlimited | Yes | Yes | Very high |
The gray areas still present
While Instagram reposts hold great promise, some questions remain. What will be the optimal frequency for reposting without boring your audience? What will the actual rate of appearance in your followers' feeds be? Instagram remains unclear about the priority algorithm associated with this feature.
Furthermore, there are risks of abuse. A proliferation of irrelevant reposts could harm the quality of news feeds. Instagram will need to ensure that this openness does not become a new breeding ground for spam or abuse.
But overall, Instagram reposts mark a logical evolution of the platform, where interconnection, recommendation, and community take precedence over simple individual creation.
Our opinion
Instagram reposts aren't a trivial feature. They represent a true paradigm shift in how content circulates on the platform. By giving users the ability to repost posts to the main feed, Instagram is unlocking previously underexploited viral potential.
For content creators and brand strategists, this is an opportunity not to be missed. But like any new development, it must be used wisely and sparingly.
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