Instagram is currently testing a native repost feature that allows users to share content directly to their main feed, rather than limiting resharing to Stories.
Highlights
- Native Repost Feature: Instagram is testing the ability to reshare posts and Reels directly to the feed, similar to platforms like TikTok, Threads, and X.
- Permanent Feed Placement: Unlike Stories, reposted content will have a longer shelf life by appearing in user feeds and profiles.
- Improved Sharing Workflow: The feature removes the need for third-party apps or workarounds, making content resharing simpler and more accessible.
- Increased Visibility for Creators: Enhanced discoverability and reach could benefit creators, brands, and community accounts.
- Feed Posts and Reels Supported: The repost button reportedly works across both content formats, reinforcing Instagram’s all-in-one content strategy.
- UX Complexity Concern: The addition could make the platform more cluttered, adding to Stories, Reels, Notes, ads, and classic posts.
- Engagement Boost Expected: Platforms with built-in resharing tools tend to see a 10–20% increase in content circulation, according to IndexBox.
- Testing Phase Only: The feature is live for select users with no public rollout date confirmed yet.
- Past Experiments: Instagram previously tested repost tools in 2017 and 2022 but didn’t launch them—indicating this test may reflect higher confidence now.
Confirmed by the company this week, the feature is being tested with select users, some of whom report being able to repost both their own content and posts from others.
The move aligns Instagram with platforms such as TikTok, Threads, and Twitter (now X), which have long offered built-in repost or resharing tools as core parts of their user experience.
A Shift Toward In-App Resharing
Historically, Instagram users have relied on third-party apps or manual workarounds to reshare content to their followers.
A native repost tool would simplify that process, improving ease of use and enhancing content discoverability — particularly for creators, small businesses, and community-focused accounts.
Reposting to the feed — rather than through Stories that disappear in 24 hours — gives shared content greater visibility and longevity, potentially supporting more sustained engagement for quality posts.
Considerations Around Platform Complexity
While the feature may improve content circulation, it also adds to Instagram’s growing list of content formats, which already includes Stories, Reels, Notes, ads, and traditional image or video posts. Some users may find this additional layer contributes to an increasingly complex interface.
That said, for users who actively share or curate content — such as meme pages, creators, or brands — the repost function could be viewed as a practical and overdue addition.
Feature Details: Feed Posts and Reels Included
Initial testers report that the repost button appears on both Feed posts and Reels, allowing users to amplify a range of content types. This builds on Instagram’s broader strategy of supporting multiple content formats under one ecosystem.
Unlike temporary Story shares, reposts in the feed offer persistent placement in a user’s profile and home feed, providing more consistent reach over time.
Engagement Trends and Competitive Context
According to analytics firm IndexBox, platforms that introduce built-in resharing tools typically observe a 10–20% increase in shared content. This increase often correlates with stronger engagement, broader content distribution, and viral potential.
The timing of Instagram’s repost test may reflect growing pressure from platforms like TikTok and Threads, where content amplification is built into the core design.
Instagram’s younger demographic and influencer segments increasingly interact on those platforms, which have normalized sharing and resharing as everyday behaviors.
Past Experiments Signal Long-Term Interest
Instagram has experimented with repost functionality several times — notably in 2017 and again in 2022 — but never moved forward with a full public rollout. The reintroduction of the feature in 2024 suggests renewed confidence in both its utility and user demand.
What Comes Next?
Instagram has not confirmed a public release date for the repost feature. As with previous experiments, the outcome will likely depend on:
- User feedback from the test group
- Effects on engagement and content quality
- The platform’s broader strategy around content authenticity and UI simplicity
