Instagram has officially launched its much-anticipated Repost feature, allowing users to share others’ posts and reels directly to their feed without the hassle of downloading or posting to Stories. Meta CEO Mark Zuckerberg announced the update via his Instagram broadcast channel, posting a screenshot of the feature with the caption, “Time to repost all my favorite memes.”
The move signals Instagram’s continued strategy of adopting popular elements from rival platforms, this time borrowing from Twitter’s Retweet and TikTok’s Repost functionality.
What is the Instagram Repost Feature and How Does It Work?
Once users update the Instagram app via the Play Store or App Store, a Repost icon will appear alongside the usual Like, Comment, and Share buttons under each post. This feature allows both posts and reels to be directly reposted to the user’s feed, though it will not apply to sponsored content.
Additionally, users will be able to see how many times their post has been reposted, offering new engagement insights. Like comments or likes, repost permissions can be controlled — allowing users to enable or disable reposting of their content.
More Features in the Update – Location Map via DM
Instagram has also introduced a Location Map feature, enabling users to share their latest location with friends via Direct Message (DM). This will only work if both parties have enabled the setting. The feature closely mirrors Snapchat’s location-sharing function.
Moreover, Instagram has revived its nearly-forgotten Activity tab, adding more life to the app’s engagement tracking.
Instagram’s Borrowed Features Strategy
Over the past few years, Instagram has repeatedly integrated features inspired by other platforms:
- Stories – from Snapchat
- Reels – from TikTok
- Repost – from Twitter/X and TikTok
- Location Map – from Snapchat
While critics call it a “borrowed features” approach, Instagram has successfully adapted these ideas into its own ecosystem, keeping its massive user base engaged.
Business Impact and User Engagement
For businesses, creators, and marketers, the Repost feature offers new opportunities for organic reach. Branded content, viral memes, and trending reels can now be amplified by followers with just one tap, increasing content visibility without additional ad spend.
By integrating reposting directly into the feed, Instagram is positioning itself to compete more aggressively with Twitter/X and TikTok in the social content sharing space.
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