Instagram has finally embraced a repost button — yes, just like other platforms!

For years, Instagram resisted adding a repost feature, worried it might discourage original posts. Now, they appear to be favoring the tactic as a way to boost creator reach.

With this new feature, you can repost public Reels and feed posts. Your reposted content will appear in your followers’ feeds and in a special new “Reposts” tab on your profile. Plus, your profile picture will show on the repost with a purple icon, making it clear it’s shared content. You can also add your own comments when reposting.

What You Need to Know

• Where it works: Only on mobile for now.

• What you can repost: Public Reels and feed posts from public accounts only. No private stuff here.

• Profile tab: A brand new “Reposts” tab sits between your Reels and Tagged Photos—easy to find everything you’ve reshared.

• Original credit: Creators get credit when you repost their content, and it can reach new audiences beyond their followers.

• How it helps creators: Reposts may get recommended to your followers even if they don’t follow the original creator, boosting reach and discovery.

• Undo option: Changed your mind? Just tap the repost button again to undo the repost.

Why It Matters

Instagram’s repost feature attempts to thread the needle by fostering more content sharing without sacrificing creator credit—meaning engaging posts now have a better chance to go viral beyond initial followers.

For marketers, this could be a new lever to increase visibility. It might also help brands to amplify user-generated content and fuel more collaboration opportunities.

Our recommendation:

• Start tracking which of your posts are being reposted and lean into trends you see.

• Explore how reposting your community’s content can help boost your impact.→

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