Instagram’s ‘Re-Posts’ Feature: Amplifying Influencer Reach in 2025

Instagram has officially joined the repost bandwagon – and influencers and marketers have reason to take note. In 2025, the platform rolled out a new “Re-Posts” feature that lets users share someone else’s post or Reel directly to their followers’ main feeds (not just to Stories, which vanish after 24 hours). In other words, much like a retweet on Twitter or a repost on TikTok, you can now amplify content on Instagram beyond the original creator’s audience. This casual yet game-changing update could reshape how content spreads on IG, offering creators a fresh way to boost visibility and engagement on the platform.

What Are Instagram ‘Re-Posts’?

Instagram Re-Posts allow you to re-share another user’s feed post or Reel so that it appears in your followers’ feeds, as if it were a regular post on your profile. When you tap the new repost icon (♻️) beneath a post, you can add your own caption or thoughts, then share it – your followers may then see that repost in their feed. Importantly, reposted content isn’t treated as a brand-new post of yours; instead, it credits and links back to the original creator, with all likes, comments, and views counting toward the original post’s stats. The repost will also show up in a dedicated “Reposts” tab on your profile, separate from your original grid, so visitors can see everything you’ve reshared.

This is a notable shift in Instagram’s sharing capabilities. Previously, the only way to share someone else’s content in-app was to add it to your Story (ephemeral) or to DM it privately. Now, with feed reposts, Instagram is essentially saying: “Go ahead and share posts you love with all your followers.” According to Instagram’s updated Help Center, “when you repost, your followers may see that you reposted in their feeds”, highlighting the potential for greater feed exposure. Unlike Stories (which disappear) or the Remix feature (which involves creating new content alongside someone else’s video), reposts are straightforward sharing – no editing or time-limit attached.

Why Instagram Is Embracing Reposts Now

Reposting content in social media isn’t a new concept – Twitter’s retweet has been around for over a decade, and TikTok introduced its own “Repost” button in recent years. Instagram even experimented with a repost feature back in 2022, including a separate Reposts tab on profiles. That test didn’t fully launch at the time, possibly because Instagram was unsure how reposts would mix with its highly-curated aesthetic feed. So, why bring it to everyone’s feeds in 2025?

Several trends converged to make reposts more appealing now:

• Content Discovery Shift: Instagram feeds today are over 50% populated by algorithmic recommendations and content from accounts users don’t follow. Users have grown accustomed to seeing unfamiliar posts (suggested Reels, posts friends liked, etc.) in their feed. Adding reposts is a natural extension of this discovery-driven approach – if we’re already seeing random viral videos, why not let our friends/influencers surface content they find valuable too?
• Competitive Pressure: TikTok’s rapid growth has shown the power of frictionless sharing. TikTok’s repost feature allows users to share videos to friends’ For You feeds, labeled with the reposter’s name. Twitter (now X) has long relied on retweets to amplify content and fuel virality. By enabling reposts, Instagram aligns itself with what’s become standard on other platforms, ensuring it doesn’t feel outdated. As the Social Media Today report noted, this change “mirrors features seen on platforms like X (formerly Twitter) and TikTok, where resharing content plays a central role in engagement and discovery”.
• User Demand for Amplification: Influencers and brands have been manually “regramming” content (via third-party apps or screenshots) for years to share posts on their feed. An official repost button simplifies this process and ensures proper credit is given. Instagram likely saw an opportunity to increase engagement by keeping those shares in-platform. If users spend time resharing and browsing reposts, that’s more time on IG and more content circulating (a win-win for Instagram’s ecosystem).
  

In short, Instagram is embracing reposts now because the platform’s culture and algorithm have evolved. The focus is no longer strictly on original photos in a curated grid; it’s on keeping users engaged with interesting content, no matter where it comes from. Reposts make it easier for great content to spread, while keeping Instagram on par with the sharing behaviors users enjoy elsewhere.

How Reposts Amplify Reach and Engagement

From an influencer marketing perspective, the biggest appeal of the Re-Posts feature is the amplified reach it promises. When someone with their own follower base reposts your content, that post instantly gains exposure to an entirely new audience. Essentially, reposting creates a network effect: instead of a post living only within the bubble of one account’s followers, it can hop across networks and be seen by many more people.

To visualize this, imagine two circles representing the follower groups of two different users (Influencer A and Influencer B). Influencer A posts a great piece of content. Previously, only A’s followers would see it in their feed. Now, if Influencer B reposts it, B’s followers can see that content too – significantly expanding its audience. The Venn diagram below illustrates this concept: the blue circle is the original audience reached, the green circle is the reposter’s audience, and the overlapping section are followers who follow both (who would have seen it regardless). The new portion of the green circle (right side) represents fresh eyes brought in by the repost, beyond the original reach.

(image) Illustration: Reposting allows content to travel beyond the original poster’s follower circle. In this Venn diagram, the blue area represents the original creator’s followers who saw the post, and the green area represents the reposter’s followers. The overlapping region shows shared followers, while the green-only region on the right highlights the new audience gained via the repost. By tapping into another user’s follower base, a repost can introduce your content to viewers who wouldn’t see it otherwise, thus amplifying its reach.

How much extra reach can a repost generate? That will vary based on the size of the reposter’s following and how the algorithm treats reposted content. Instagram hasn’t published exact numbers on how it will boost reposts in feeds, but it confirms that followers “may see” reposts (i.e. they’re eligible to appear). If the reposter has a similar or larger following than the original account, the potential reach can double or triple the audience of that post, especially if there isn’t a huge overlap in followers. Even with some overlapping followers, you’re still netting a significant chunk of new viewers.

We can model a hypothetical scenario to illustrate the impact. Let’s say Influencer A normally reaches about 20,000 people with a post on their own. If a peer (Influencer B) with a comparable follower count reposts it, that post could now reach an estimated 35,000+ people in total (accounting for A’s followers plus B’s, minus a bit for overlap). That’s a ~75% increase in eyeballs on the content, just from one repost! In the chart below, you can see the difference in potential reach between a standard post and one that gets reposted by another account:

Hypothetical reach comparison of a post on Instagram: A standard post (blue) might reach ~20k impressions on the original account alone, whereas the same post with a repost (green) could reach ~35k impressions (original + reposting account’s audiences). This simplified example shows how reposting can significantly boost the number of people who see a piece of content. Actual results will vary, but the opportunity for a sizable reach uptick is clearly there.

More eyes on a post often translate to more likes, comments, and shares – in short, higher engagement. Since a repost surfaces content to new viewers who might find it fresh or exciting, it can spark additional interaction that the original post might not have gotten on its own. Continuing our example: if 20k impressions yielded about 1,000 likes on the original post, the increased 35k impressions might net around 1,700 likes (assuming a similar engagement rate). The next chart illustrates this potential boost in engagement:

Hypothetical engagement (likes) comparison: The original post (blue) received ~1,000 likes from its initial audience. After being reposted (green) and reaching a larger audience, the total likes could grow to ~1,700. Reposting introduces content to new viewers who can engage with it – and all that engagement (likes, comments) still accrues on the original post itself. Essentially, reposts can supercharge your content’s performance by leveraging someone else’s audience interest.

It’s worth noting that all engagement on a repost benefits the original creator. Instagram’s system ensures the original post is the one that gets the likes and comments, even though it’s appearing via someone else’s share. For influencers, this means if your post is reposted by others, you reap the rewards of the increased reach – your like count goes up, your comment section grows, and potentially your follower count can rise as new people discover and follow you. On the flip side, if you’re the one doing the reposting, you’re mainly acting as a curator/distributor; you might not get new likes for yourself from that repost (since the likes go to original post), but you could still benefit through increased goodwill, networking, or being seen as a source of good content by your followers. We’ll discuss more on strategy shortly.

In essence, reposts have the power to make content go “viral” within Instagram in a way that wasn’t previously possible on the platform’s feed. Just as retweets can multiply a tweet’s impressions exponentially on Twitter, a few well-placed reposts on IG (imagine a chain reaction where multiple large accounts repost the same content) could dramatically amplify a post’s reach and impact.

Best Practices: Using Reposts for Brand Growth (Tips for Influencers)

If you’re an influencer or marketer, you’ll want to approach the Re-Posts feature strategically. Here are some tips on how to best use reposts to grow your brand and community on Instagram:

1. Share Valuable Content (Quality Over Quantity): Only repost content that truly resonates with your niche or audience. Whether it’s a viral industry meme, a fan’s photo featuring your product, or another creator’s insightful post, make sure it’s something your followers will appreciate. High-value reposts can keep your feed engaging without you having to create everything from scratch.

    

2. Add Your Perspective: When reposting, take advantage of the caption to add context or commentary. For example, if you repost a thought-provoking infographic from another creator, include your own brief take or a note like “👏 Couldn’t have said it better – this is so relevant.” Adding your voice maintains your personal brand in the content and encourages your followers to engage with your take on the reposted material.

    

3. Credit and Tag Generously: Instagram automatically labels reposts with the original username, but it’s good etiquette to also tag the creator in your caption or stories and perhaps mention why you’re sharing their post. This not only gives credit where it’s due, but also builds relationships. The original creator may appreciate the shoutout – and they might even repost some of your content in the future. (Hello, cross-promotion!)

    

4. Leverage Reposts for Community Building: Use reposts to highlight your community and partners. For instance, a brand could repost an influencer’s post that features their product to showcase user-generated content (UGC) and customer stories. An influencer could repost a follower’s fan art or a testimonial. This kind of sharing makes your followers feel seen and valued, strengthening loyalty. It can also encourage more people to create content related to your brand in hopes of being featured.

    

5. Time Your Reposts Strategically: Just as you schedule your original content for times when your audience is most active, be strategic about repost timing. If there’s a trending post or meme relevant to your brand, reposting it quickly (while it’s hot) can ride the wave of interest. Also, don’t flood your feed with reposts; mix them in at a healthy cadence (e.g. if you post daily, maybe 1-2 reposts a week). This keeps your feed from feeling like a random collection of others’ content and ensures each repost gets proper attention.

    

6. Monitor Performance and Feedback: Treat reposts as an experiment in your content strategy. Check the insights – did the repost get good reach and engagement compared to your originals? How did your audience react in comments or DMs? Use that data to refine what you choose to repost. If you notice, for example, that reposting high-quality infographics consistently gets saves and shares, you might integrate more of those. If a certain type of repost falls flat, you’ll know to skip similar content in the future.
   

By following these practices, influencers and brands can integrate reposts in a way that amplifies growth rather than detracts from their feed. When done right, reposting is a win-win-win: great content gets more exposure, the original creator gets more engagement, and you (the reposter) keep your audience entertained and informed, boosting your credibility as a go-to source of interesting content.

Pros and Cons of Instagram Reposts

Like any new feature, Instagram’s Reposts come with advantages and potential drawbacks. These can differ for influencers vs. brands. Here’s a breakdown of pros and cons from each perspective:

Influencers

Pros:

• Expanded Reach without Extra Content Creation: Your posts can be seen far beyond your own follower list if others repost them, helping you gain exposure and possibly new follower. At the same time, you can keep your audience engaged by reposting quality content on days when you don’t have something original – a content win with minimal effort.

• Networking and Collaboration: Reposting peers’ content (and having them repost yours) can build camaraderie. It’s like shouting out a fellow creator – you amplify their message, they might return the favor, and both of you benefit from shared audiences. This cross-pollination can accelerate growth and lead to partnership opportunities.

• Content Curation = Thought Leadership: Sharing relevant posts from others, along with your commentary, can position you as a curator or thought leader in your space. You’re showing that you’re on top of important content/trends (even if you didn’t create that content yourself), which adds value for your followers. It’s an opportunity to reinforce your brand’s values by highlighting messages you support.

Cons:

• Feed Clutter and Identity Dilution: If you go overboard with reposts, your Instagram feed could start to look less like you and more like a random collection of other people’s content. Followers primarily interested in your original posts might be turned off if they see too many reposts. In short, your personal brand could get diluted if you’re not balancing it with original material.

• Reliance on Others’ Content: Over-relying on reposts might inadvertently make you dependent on others for content. If you’re frequently sharing others’ posts instead of creating, you risk losing your unique voice. Additionally, if those sources dry up or quality drops, your content strategy might suffer.

• Reputation Risks: When you repost something, you are associating yourself with it. If the original post contains inaccurate info, or the creator behind it becomes controversial later, it could reflect back on you. Influencers will need to vet what they repost (is it authentic? on-brand? appropriate?) to avoid any backlash. Also, some followers might perceive a repost as less “effort” on your part compared to original content – you don’t want to be seen as just riding on others’ work.
  

Brands

Pros:

• Boosted Content Visibility: Brands can get their content amplified when influencers or fans repost it. For example, if you launch a new product and a bunch of happy customers repost your announcement, your reach multiplies organically. All the engagement funnels back to your original post, which is great for algorithmic signals and social proof.

• User-Generated Content Showcase: The repost feature is perfect for leveraging user-generated content. Brands can repost customers’ photos or reviews, turning their followers into brand ambassadors. This not only fills your feed with authentic content but also strengthens community – people love being highlighted by a brand, and it encourages more UGC.

• Influencer Partnerships Made Easy: If you collaborate with influencers, reposting makes it seamless to share their sponsored posts to the brand’s own feed, or vice versa. For instance, a brand could repost an influencer’s take on their product, adding “Check out how @Influencer styled our new jacket!” This cross-posting increases campaign visibility and underscores the partnership. It’s essentially free amplification for campaign content.
  

Cons:

• Brand Aesthetic Control: Many brands maintain a very specific Instagram feed aesthetic (color schemes, image style, etc.). Reposting content from various creators can disrupt that look and feel. A fan’s candid photo or an influencer’s graphic might not perfectly match your branding. Brands might need to weigh the authenticity boost against the loss of a meticulously curated feed.

• Managing Content Approval: When reposting someone else’s content (even if public), brands might still need to consider permission or rights (though the platform’s repost feature implies permission by design). If a brand reposts a creator’s image, and later the creator deletes it or changes their mind, there could be awkwardness. It’s wise for brands to have clear understanding or even ask before reposting a customer’s photo, especially in sensitive industries.

• Metrics Attribution: From a marketing perspective, one challenge might be measurement. If a brand’s post is reposted by others, all the engagement accrues to the original post (good for the brand’s vanity metrics), but how do you track the impact of those reposts specifically? Similarly, if a brand account reposts someone else’s content, that engagement isn’t directly boosting the brand’s own content performance. Marketers will have to find new ways to attribute and evaluate the ROI of repost-driven exposure (for example, looking at follower growth or link clicks during a repost campaign, rather than just likes).

• Potential Feed Fatigue: Just as with individual influencers, brands risk fatiguing their audience if they over-repost. Followers who see the same meme or post echoed by multiple accounts could get annoyed (how many times did we all see that same trending Reel last week?). Brands should be cautious not to contribute to feed clutter or come off as spammy by reposting every other day.
  

In summary, the pros largely center around greater reach, community engagement, and easy content sharing, while the cons involve control, originality, and potential audience irritation. Both influencers and brands should weigh these factors when incorporating reposts into their strategy.

Instagram Reposts vs. TikTok and X (Twitter) – A Quick Comparison

It’s helpful to see how Instagram’s repost feature stacks up against similar functions on other platforms:

Instagram Repost

Appears directly in followers’ feeds, marked with the original creator’s handle (e.g., “Reposted from @original”). Reposts show on the reposter’s profile in a separate tab. All likes/comments accumulate on the original post. Essentially a feed share of someone else’s content with an optional caption. Instagram’s goal is to boost in-app content circulation while maintaining credit to the creator.

TikTok Repost: 

When you repost a TikTok video, it shares that video to your friends’ For You feeds, labeled as reposted by you. However, TikTok’s reposts do not show up on your own profile – it’s more of a recommendation to your followers’ feeds. It’s a lighter-weight share; the video looks like any other on the FYP but has a small label (“Reposted by @username”). Engagement from repost views still goes to the original video. TikTok introduced this to amplify content discovery among friends, but it’s somewhat hidden (your profile doesn’t list what you reposted).

X (Twitter) Retweet: 

A retweet immediately shares the tweet to all your followers’ timelines, often preceded by a note like “User retweeted”. Retweets can be done with no comment (a straight repost) or with a quote. Retweeted content on X retains the original author’s metrics (likes, etc.), but the retweet itself can be liked or un-retweeted as an action. On your Twitter profile, there isn’t a separate tab, but retweets will appear in your timeline alongside your tweets, marked with the retweet icon. The retweet is the oldest of these features and has proven to be a powerful tool for virality – it’s common for a single tweet to spread through retweets to millions of users, far beyond the original follower count (Instagram will begin testing a new repost feature with select users soon | TechCrunch)】.

In essence, Instagram’s repost is most similar to Twitter’s retweet in that it displays the content in your followers’ main feed and on your profile (with attribution). TikTok’s version is a bit more ephemeral (not on profile) and focused on friend networks. All three aim to encourage users to share content they enjoy with their followers, fueling discovery and engagement. Instagram arriving late to the party means they’ve had a chance to see what works elsewhere – they chose a model that emphasizes credit to creators (much like Twitter) and persistent visibility on profiles.

Conclusion to Instagram’s ‘Re-Posts’ Feature

Instagram’s new Re-Posts feature is a significant shift in how content can travel on the platform. For influencers and marketers, it opens up exciting opportunities to boost reach, collaborate, and build community in ways that weren’t as straightforward before. A funny meme or a powerful testimonial can now be passed along from one account to many others with a simple tap, potentially snowballing into a viral moment within Instagram’s ecosystem.

That said, with great power comes great responsibility – savvy users will need to repost judiciously, keeping their personal or brand voice intact and their audience’s experience front-of-mind. Will reposts lead to an explosion of engagement and a more interconnected creator community? Very likely, yes. But it could also test how much users tolerate seeing the same content multiple times in their feed. As this feature rolls out (not everyone has it immediately, as Instagram is gradually introducing it), we’ll see its full impact on user behavior and content strategy unfold.

One thing is clear: in 2025, content amplification is king. Instagram’s reposts, much like TikTok’s shares and Twitter’s retweets, underscore a broader social media trend – the platforms that thrive are those that make it easiest for users to circulate content they love. For influencers and brands, the takeaway is simple: create content worth sharing, and make smart use of these sharing features. If you do, your message can reach corners of the internet you never imagined, all while fostering a network of engaged supporters. Happy reposting, and may your content reach new heights!