Instagram’s Repost Feature Is Finally Here – But Not Everyone’s Happy

Instagram has finally introduced something users have long asked for—a built-in reposting feature. Gone are the days of relying on sketchy third-party apps or awkward workarounds just to share someone else’s post on your feed. While it’s a welcome upgrade, after using the feature for a week, it’s clear that Instagram’s repost function is a step forward but far from perfect.

What Exactly Is Instagram’s Reposting Feature?

Instagram has quietly begun rolling out a native repost option to select users worldwide. This lets you reshare feed posts and Reels from others directly to your profile without leaving the app. You simply tap the “Share” icon under a Reel or photo and select “Repost.”

But here’s the catch: reposted content doesn’t appear on your followers’ main feed as fresh posts do. Instead, reposts go into a separate “Reposts” tab on your profile. Followers must actively visit this tab to see what you’ve reshifted. This means reposts feel more like a curated highlight reel rather than prominent posts in your timeline.

Why Did Instagram Launch This Now?

There are two key reasons behind this rollout. First, Instagram wants to keep users inside its ecosystem. For years, people have repurposed content by screenshotting, using third-party apps, or sharing posts via Stories—which means jumping out of the feed or the app itself. Instagram hopes to centralize that resharing behavior without users ever needing to go elsewhere.

Second, Meta is focused heavily on Reels as its prime engagement driver. Allowing reposts of Reels could amplify the reach of popular short-form videos, feeding more data to Instagram’s algorithm and boosting total views. Essentially, this feature is less about individual users and more about keeping Instagram’s content ecosystem vibrant and engaging.

My Experience Using the Feature

I run a small creator page and tried reposting a few trending Reels from other creators to see how it would perform. The results were underwhelming. Most of my followers didn’t see the reposts unless they visited my profile explicitly. A few even messaged me confused about where the video came from since it never appeared in their regular feed.

On the plus side, creators whose content I reposted did experience a slight bump in views, so there is a benefit on that side. However, Instagram’s apparent intent to prevent reposts from overshadowing original posts means reposts are deliberately kept low-profile. The decision to tuck them away in a separate tab means they don’t disrupt the main feed or contribute to feed clutter, but it comes at the cost of reach and engagement.

What Users Are Saying Online

On platforms like Reddit and X (formerly Twitter), responses have been mixed. Many creators welcome the native repost option, pleased to ditch unreliable third-party apps that often left unsightly watermarks and caused credit confusion.

Brands, however, are somewhat perplexed. For them, visibility is critical. If reposts don’t show up on feeds, do they really matter? Some consider the feature too limited and are reluctant to rely on reposting for brand exposure.

Everyday users also have divided opinions. Some appreciate the easier sharing option, while others feel Instagram is becoming a patchwork of features borrowed from Twitter, TikTok, and other apps without much cohesion. One common sentiment is a nostalgic desire for a simple, chronological feed instead of endless experimentation.

Pros and Cons of Instagram Reposts

Pros:

• Reposting happens within the app, so no need for external tools
• Helps boost visibility of original creators by maintaining credit
• Eliminates the problem of watermarked repost apps
• Saves content in an organized “Reposts” tab rather than cluttering your main feed

Cons:

• Reposts don’t show up on followers’ main feeds, limiting discovery
• Followers can easily miss reposts if they don’t visit your profile’s Reposts tab
• Currently, this feature is limited to select users and accounts
• Carousel posts can’t be reshared yet, and Stories are not supported

What This Means for Creators and Brands

For creators, this repost tool might open a new way to get discovered, especially if their followers start actively checking the Reposts tab. More reposts can mean more eyes on their content and, potentially, expanded reach. According to TechCrunch, Instagram has started rolling out the repost feature globally, sparking mixed reactions among users.

Yet because reposts aren’t appearing in feeds, the impact is muted. Many creators may find it less useful until Instagram either pushes it more aggressively or allows reposts to show up in the main feed.

For brands, the feature is a mixed bag. While organic reposts by fans or smaller creators could drive genuine exposure, the limited visibility makes it a hard sell as part of a formal marketing strategy. Brands may still prefer direct influencer collaborations where posts go fully into follower feeds.

What Could Improve the Instagram Repost Experience?

If Instagram truly wants reposting to be a powerful and popular tool, several enhancements would help:

• Let users choose whether reposts appear in the primary feed or only in the Reposts tab
• Provide analytics on repost performance, like views and engagement
• Enable resharing of carousel posts and eventually Stories
• Open the feature to all users, not just a select few testing accounts

Until these improvements arrive, the repost feature feels more like a neat bookmarking tool than a dynamic megaphone for resharing content.

Final Thoughts

Instagram’s new reposting feature is a welcome addition for anyone tired of juggling third-party apps to share content. It’s a definite step forward in native resharing but falls short of being a game changer right now.

By keeping reposts tucked away from follower feeds, Instagram prioritizes original content and avoids feed spam, but at the cost of reach and engagement. Creators and brands should approach this tool with cautious optimism—there is potential here, but it needs clearer support and wider access before it can truly reshape how content circulates on Instagram.

For casual users, it’s a convenient way to save and showcase posts they love. For creators and marketers, it’s a feature worth watching closely, but not yet one to build a full strategy around.

At least we’re finally getting a repost button in 2025. It’s progress, even if it’s a careful, measured one. Hopefully, Instagram refines the feature further so reposts can step out of the shadows and shine for everyone.

You might also want to read YouTube Shorts RPM Crashed – Why Creators Are Earning Almost Nothing to understand how platform updates can affect creator income.