Instagram’s New Repost Feature: What It Means for Your Business

Instagram has just launched its new Repost feature—and if your business is active on the platform, this could be a big moment to tap into fresh organic reach without relying on paid ads.

At its core, the Repost feature allows users to share feed posts and Reels directly to their own main feed, not just their Stories or DMs. This means your content can now appear in someone else’s profile grid and show up to their followers—introducing your brand to new audiences more naturally.

Why It Matters

🔴 It’s Public, Not Private
Unlike the existing share options that vanish in Stories or inboxes, Reposts live on the feed. That means your message doesn’t just reach your current followers—it travels further, and stays visible longer.

🔵 It Encourages Organic Discovery
This brings Instagram a step closer to the viral mechanics we see on platforms like TikTok, where content can snowball across communities without ever needing to be boosted. Your posts now have a real chance to go further, simply by being engaging and share-worthy.

🟢 It Builds Trust
Reposts aren’t just reach—they’re endorsements. When someone chooses to feature your post on their own feed, they’re saying: “This represents me.” That kind of peer-driven credibility is powerful. People trust real voices more than brands—and a repost is a digital word-of-mouth recommendation.

How You Can Use Reposts in Your Marketing Strategy

Here’s how to get ahead of the game and make this feature work for your business:

1. Post with Reposting in Mind

Ask yourself: Would my audience want this on their own profile? That’s the benchmark. Aim for content that feels personal, relevant, or valuable—whether that’s helpful tips, clever humour, behind-the-scenes content, or relatable insights. People repost things that say something about them.

2. Bake Reposts into Campaigns

If you’re running a competition, a sales push, or a partnership with an influencer, make reposting part of the plan. For example:

• “Repost this post to enter”
• “Know someone who’d love this? Hit repost!”

It’s a simple nudge that can seriously increase exposure.

3. Share User-Generated Content

One of the best uses for reposting is to highlight your community. Got a customer review, user photo, or video clip someone’s tagged you in? Reposting it gives them recognition and shows your audience real, authentic engagement with your brand.

4. Monitor What Gets Reposted

This is a brand-new engagement metric. Over time, you’ll see what content actually gets picked up and shared. That’s invaluable insight—because it tells you what resonates beyond likes and comments. Use that to guide future content creation.

5. Strike While the Algorithm’s Hot

New features usually get a bit of a boost from the algorithm when they first launch. So now’s the time to experiment. Try different formats—graphics, quotes, tips, reels—and see what works best with your audience.

Top Tips for Brands and Creators

• Keep your tone natural: Reposted content should feel like it belongs on a personal feed. Avoid overly branded or promotional designs—go for posts that blend in.
• Use notes wisely: You can add a note when reposting someone else’s content—great for building conversations or adding a personal touch.
• Don’t overdo it: Too many reposts can dilute your feed. Keep them intentional and high quality.

The Bigger Picture

While some have questioned whether this is Instagram simply copying other platforms, the reality is that this feature offers real value. The Repost feature gives businesses a rare opportunity to grow their audience authentically. When used right, it becomes more than just another button—it’s a tool for building real reach, recognition, and relationships.

If you’re already working with us on your social media strategy, we’re keeping an eye on how this evolves and will be building it into future campaigns. If you’re not (yet!) and want to explore how to make the most of this new tool, or how to refresh your content strategy, just pop us a message—we’d love to help.

Let’s get your brand seen, shared, and growing.