March 31st, 2025 | Updated on July 28th, 2025
Instagram is rolling out a new feature that could significantly enhance content engagement. The platform is now allowing users to re-share posts and reels directly to their followers’ feeds, expanding visibility beyond just Stories.
What’s Changing?
Previously, Instagram only allowed users to share posts to their Stories. Now, with the ‘Re-Post’ option, users can amplify content by sharing it directly to their followers’ main feeds, similar to how retweets work on X (formerly Twitter).
According to Instagram’s updated help guide:
“When you repost, your followers may see what you reposted in their feeds.”
This means more opportunities for engagement and interaction within the app.
Read More: Instagram Introduces 2x Speed For Reels
A Feature in the Making
Instagram first tested this feature in 2022, introducing a dedicated ‘Re-Posts’ tab on profiles.
Although it didn’t advance past the experimental stage at the time, Instagram now seems more confident in its potential impact.
Given that over half of Instagram’s feed is now AI-driven recommendations, this new re-posting functionality aligns with the platform’s broader content distribution strategy.
Instagram already showcases posts that friends have liked in the Reels feed, making re-posts a natural extension of this algorithm-driven content surfacing.
Reposts and the Evolving Feed Algorithm
Instagram’s algorithm was originally designed to prioritize relevant content because users followed more accounts than they could realistically engage with.
However, with the increasing inclusion of AI-suggested posts and engagement-driven recommendations, the feed is no longer solely dictated by user preferences.
This shift raises questions: If Instagram is already filling users’ feeds with recommended content, does the initial reasoning behind the algorithm still hold?
Shouldn’t users have more control over seeing updates from accounts they’ve actively chosen to follow?
While a chronological feed remains an option, Instagram’s engagement-driven model suggests that most users now prefer algorithmically curated content.
Read More: Instagram Removes Notes From Feed And Reels
How Will Reposts Impact Reach?
The effectiveness of re-posts in boosting engagement remains unclear. Instagram has not disclosed how much visibility these shared posts will receive, only stating that followers “may” see them in their feeds.
We’ve reached out to Instagram for further details on the feature’s rollout and impact, but there has been no official response at the time of publication.
Read More: AI-Generated Comments on Instagram
Final Thoughts
This update presents a new way for creators and brands to maximize content reach on Instagram.
While it further blurs the line between organic and algorithm-driven content, it also provides users with an additional tool to engage their audience.
As the feature rolls out, it will be interesting to see how users adopt it and whether it influences Instagram’s broader content strategy. Stay tuned for more updates as we learn how re-posts shape the Instagram experience.
