Instagram introduces ‘Re-posts’

Instagram has introduced a new feature allowing users to “re-post” content, which will appear in their followers’ feeds like a regular post. Previously, users could only share content to ‘Stories’, but now, tapping the repost icon under a post or reel lets users add their own text, amplifying content to a wider audience. 

It was initially tested in 2022. While it didn’t progress at the time, Instagram now seems confident that reposts will integrate well into its AI-driven feed. 

This update could result in an algorithm shift. Despite the algorithm prioritising relevant updates from followed profiles, reposts will add more content to users’ feeds, so it will be interesting to see how Instagram’s algorithm adapts to this.

We spoke to Alex Ighalo, founder of Fayrli, who told us:

Expert opinion

Alex Ighalo, Founder of Fayrli

"Re-posts are a fantastic way to ensure that the most creative creators are rewarded for their content. As an engagement metric, re-posts are a clear indicator of creativity and connection to the algorithm - two qualities that Adam Mosseri highlighted as priorities for Instagram in 2025. It’s important to remember that not all engagement is equal. Comments and shares, for instance, typically carry more weight than likes. That’s why content with a high volume of reposts is likely to be favoured by the algorithm over recency. It’s a clear sign that people find the content valuable and engaging, and this is the type of content that will keep people spending more time on the platform."