• Over 2 billion monthly active users on Instagram globally, according to Statista and DataReportal 2025.
• 71% of brands use Instagram for marketing campaigns, per Hootsuite’s Global Digital Report.

Instagram has started testing a native repost feature once again, and while this isn’t the first time they’ve explored it, the current test appears to be more deliberate and structured than previous attempts.

Meta has confirmed that a limited group of users now have access to the repost tool, allowing them to share existing posts from other creators directly to their feed and profile. Unlike temporary story shares or the use of third-party apps, this built-in repost functionality brings permanence, visibility, and clarity around attribution.

Whether you’re overseeing a multinational brand, navigating influencer collaborations, or just sharing moments with friends, this feature could have an impact on how you post, promote, and participate.

What’s New About This Repost Feature?

The key change here is simplicity and credibility. Instead of downloading a separate app or taking a screenshot to share someone else’s content, you can now do it within Instagram itself—and with automatic attribution to the original creator.

Instagram tested a similar feature in 2022, but it didn’t make it to full release. The renewed trial suggests Instagram is adapting to how people use other platforms like TikTok and X (formerly Twitter), where resharing content is seamless and commonplace.

This shift toward natively integrated sharing could significantly influence content circulation.

Why This Matters for a Global Audience

Instagram’s massive user base isn’t confined to one region. Over 80% of users live outside the United States, and its cultural reach spans continents.

With a native repost feature, content has the potential to travel faster and farther. Users in one country can amplify a message, campaign, or trend to audiences in another without needing additional tools.

That kind of organic distribution is valuable, especially for brands with a global footprint.

Let’s break down what this means for various stakeholders.

For Brands: Strategic Shifts and Opportunities

Brands could find the repost feature to be a practical way to increase the lifespan and reach of their posts. When followers can easily share content into their feeds, brands are no longer restricted by their immediate audience size.

A post about a product launch in London might be shared and reshared by users in Lagos, New Delhi, or São Paulo—all without needing paid boosts.

Strategic Benefits

• Amplified Reach: Posts can now travel beyond your brand’s immediate followers, creating new awareness in untapped segments.
• Sustained Engagement: Content doesn’t vanish in 24 hours. It lives on through reposts and new interactions.
• Brand Loyalty and UGC: If your community feels proud enough to share your content, that’s a powerful brand endorsement.
• Campaign Extension: Reposts can breathe new life into older campaigns, keeping them relevant for longer.

What to Be Careful About

• Reputation Management: Unmoderated reposts might be used out of context. Monitor where and how your posts are being reshared.
• Visual Uniformity: Feed curation becomes more complex. Reposts need to blend into your brand aesthetic.
• Performance Tracking: Metrics must evolve. Identify which engagement is original and which stems from reposts.
• Ownership and Consent: Always credit users when reposting their content. Consent and transparency are critical.

Real-World Example: Coca-Cola

Coca-Cola’s #ShareACoke campaign was a global success, largely because of how much content users shared on their own.

With a repost feature, campaigns like this could gain even more traction as users move beyond temporary stories and place branded moments directly into their feeds.

Imagine a personalised Coke bottle post from Tokyo being shared across user feeds in Mexico or France—instantly global.

How Brands Should Respond

• Develop a content calendar that includes highly shareable posts.
• Incentivise reposting by featuring top user contributions on your profile.
• Align the reposted content with your overall message and visual style.

For Influencers: Better Visibility, More Value

Influencers often measure success by visibility, and reposts could become a core part of growing their presence.

Currently, a story repost disappears after 24 hours, limiting its impact. Feed reposts, on the other hand, offer longer visibility and the potential for more engagement over time.

New Opportunities

• Persistent Impressions: The post you share could remain in a follower’s feed for days or weeks.
• Increased Discoverability: When followers share your post, it exposes you to new users without needing promotion.
• Better Brand Value: More reshares can be presented to partners as proof of influence and community connection.

Influencers Need to Watch

• Profile Aesthetic: Reposted content should fit your theme. Decide what to keep and what to hide.
• Brand Alignment: Be clear on repost rules during paid collaborations. Misaligned reposts could blur your message.
• Data Clarity: Tag the reposted content in analytics to understand its real performance.

How to Leverage This

• Encourage your audience to share posts with branded hashtags.
• Use captions that invite opinion or interaction, making them more shareable.
• Track engagement with tools that separate original versus reposted reach.

For Everyday Users: Empowered Sharing

The repost feature democratises content sharing. It’s no longer about being a creator or having a large following.

If you like something, you can repost it to your profile, engage your network, and add your take in the caption.

This allows everyday users to have a voice, play a role in movements, and participate in trends without needing to create content from scratch.

It builds a more connected, more participatory community.

What the Data Reveals

• 39% of Instagram users say they want easier sharing tools (Statista 2025).
• Posts with mentions or shares have 56% more engagement (Social Media Examiner).
• 55% of global marketers believe reposts can increase campaign trust (Hootsuite 2024).

Instagram’s repost tool aligns with clear user demand and marketing logic. It facilitates greater reach, better authenticity, and a more active community.

Preparing for the Change

Brands, influencers, and users alike can start planning now:

1. Review Your Best Content
   • Identify which posts get saved, shared, or commented on.
   • Understand why they work and build on those strengths.
2. Craft Shareable Captions
   • Include questions or calls to action that encourage reposting.
3. Monitor Attribution
   • Use tools or manual checks to ensure your content is credited properly.
4. Balance Your Feed
   • Avoid reposting too often. Maintain your original voice and values.

The Takeaway

Instagram continues to evolve—and the repost feature is part of a larger trend toward increased collaboration, transparency, and reach.

It promises more control for users, better visibility for influencers, and a fresh amplification channel for global brands.

Whether or not the test turns into a permanent tool, the underlying shift is clear: Instagram is leaning toward more visible, communal content sharing.

As the feature evolves, staying adaptive and intentional with your strategy will be key to standing out in an increasingly shared social space.