Introducing ‘Reposting’ on Instagram

The way social media works is constantly evolving, with platform owners consistently refining algorithms and their methods of assessing content to decipher which content to push out to wider audiences.

 

The state of the Instagram Algorithm in 2025

As many of you will know, the Instagram algorithm faced a huge shift in 2025, confirmed by Adam Mosseri (Instagram CEO) himself across a variety of interviews, podcasts and Tweets earlier in the year. Essentially, where Instagram once crowned likes and comments, it has shifted over to watch time, shares and saves.

This article isn’t about the Instagram algorithm as a whole, more so about what new trial features could mean for your engagement and keeping up with the changes. A great article to find out more about the Instagram algorithm and our predictions for the next 12 months is our Social Media Predictions for 2025 article.  

 

Instagram in a catch-up race

So, since this algorithmic shift in January 2025, what have the Instagram team been working on to add to their engagement point-scoring?

Reposting, Remixing and Sharing.

Sound familiar? These features are those that propelled TikTok to the top of the app store since it’s release, and kept it popular amongst its users ever since. The ability to duet content (adding your own input to somebody else's video), share content direct to friends or simply repost another creator's video to push it out to your own friends are some of the features that really allowed TikTok to take off, and stay relevant.

We know that for some time now, the other social platforms have been playing a bit of a catch-up race. With LinkedIn, Instagram, Facebook and YouTube all introducing ‘short video’ options to try and take back the majority, but TikTok has kept winning.

The rollout of this new feature is much of the same, Instagram is introducing an existing, well-performing feature from TikTok, over to its own platform to better measure engagement and sharing, as well as test the waters amongst Instagram users to see if it does as well on there, as it currently does on TikTok.

What is the Instagram Repost feature going to be?

• An engagement button that will act similarly to the share button.
• You will be able to ‘add a thought’, a bit like how you would if you were resharing on LinkedIn – or TikTok, of course.
• You can opt-in to your content being available for repost. This can then be turned off any time in account settings.
• Your account reposts will be visible to other Instagram users.
• You will be able to ‘manage’ your reposts – bulk delete, individually delete, keep private etc.
• Comments on your reposts will come to you via DM.

 

Our Predictions on how this will work 

This feature is not entirely rolled out yet so we don’t have the data available for review in terms of feature functionality and impact, but we can say what we predict it will provide your account.

Firstly, only the original creator will reap the benefits of reposts. Therefore, we don’t think this feature will be the ‘next big thing’ for collabs because the original creator will get all of the engagement ‘points’.

At the moment, remixed posts perform really well for the creator that originally posted, but the actual remixes sit far lower in terms of reach, even if the engagement is really strong – that is because, unless the content has been changed drastically, Instagram credits the original creator.

Secondly, we suspect that reposts will be a big part of community building. If you own a local business, reposting businesses in your area may help you to gain more visibility locally, solidifying your geographical connection.

Thirdly, we predict that this will be a huge thing for thought leader profiles. With trends having shorter and shorter life spans, being able to repost things out to your follower groups may help you to save time, keep on top of trends and retain yourself as an information hub, even if you haven’t been able to curate it yourself.

 

We look forward to seeing this feature come to our feeds soon, and seeing how we all get on with it! If all of these social media changes feel a bit overwhelming for you, find out more about our social media management services today, or fill out an enquiry form for more information as to how we can support your content production and profile management on social media.

Take a browse of our case studies to see what we could do for you.