Instagram’s Next Big Feature? The Repost Button.

Instagram is experimenting with a repost feature, which would bring feed resharing directly into the app. Here's what it could mean for users, creators, and content discovery.

Instagram’s Next Big Feature? The Repost Button.

Instagram is currently experimenting with a feature that would allow users to repost content directly to their Feed—a small change at first glance, but one that could signal something bigger in how we engage with content on the platform.


Not Just Another Story Share

Until now, reposting meant adding someone’s content to your Story—or using third-party apps to mimic a feed repost. This new feature, however, will bring that functionality natively into Instagram’s Feed.

Think of it as Instagram’s version of a retweet. But for posts that live front and center.


A Crowded Format, or a Useful Tool?

Instagram already houses Reels, Stories, Notes, DMs, ads… and now possibly reposts. For some users, this might feel like more noise. But for creators and community-minded users, the feature offers new ways to:

  • Amplify content they love
  • Share posts without screenshotting
  • Reach wider audiences with less effort

A Step Toward Proper Credit?

Reposts could also address a long-standing issue: uncredited content. Right now, memes and viral posts often circulate without tagging or acknowledging the original creator. An official repost feature could make attribution clearer—and fairer.


Instagram’s Playing Catch-Up

Let’s not forget: reposting isn’t new. Twitter introduced the retweet in 2009. TikTok and Threads both have repost functions today. Instagram is simply stepping into a behavior its users already expect.

The bigger question is whether this will remain an experiment or become part of the platform’s core feature set.


Reposting could shift how we curate, credit, and engage with content on Instagram. For brands and creators alike, it may just be another scroll—or a smart new signal.

Read more