Instagram Tests Repost Feature for Feed Posts – What It Means for Creators and Brands

Instagram is at it again, testing new ways to evolve how we engage with content. The latest feature in development? A repost button for feed posts, allowing users to reshare content directly to their grid.

While this concept isn’t entirely new (it’s been rumoured since 2022), Instagram seems to be taking the idea more seriously, and we may see it roll out later this year. So what could this mean for creators, brands, and social media managers?

Let’s dive in.

What Is the Instagram Repost Feature?

Currently, users can share content to their Stories or via DMs, but not directly to their feed. This repost button would change that, functioning more like the retweet button on X.

If you spot a post that resonates with your brand, audience, or message, you’ll be able to click ‘Repost’ and that post will appear directly on your feed. Early visuals suggest it could live on a dedicated Reposts tab on your profile, letting others see what you’ve reshared.

Why this Matters

Instagram is already bursting with content formats, Stories, Reels, feed posts, Notes, DMs, and ads. So do we really need another?

Actually… yes. This repost feature could bring huge benefits, especially for:

• Creators & Influencers – Seamlessly resharing collaborations or community content

• Brands & Partners – Amplifying user-generated content (UGC) directly on their grid

• Social Media Managers – Streamlining content curation without the need for graphic workarounds

This is particularly helpful in partnership scenarios where you want to share your collaborator’s post without building a new version from scratch.

Isn’t this old news?

You’re not imagining things, Instagram first explored this repost idea in 2022. But since then, it has remained quietly in development.

Now, with fresh screenshots circulating and Instagram actively revisiting the concept, it looks like this feature might finally land before the end of 2025.

And with the growing demand for more transparent content sharing, this update could make Instagram more community-friendly, especially for brands focused on storytelling through others’ voices.

Will This Overwhelm Users?

Understandably, some users may feel that Instagram’s becoming bloated with features. But if implemented well, with a clear separation of original content and reposts, it could offer more flexibility without cluttering the core feed.

The Reposts tab idea is smart, allowing users to distinguish between what someone has created and what they’ve shared from others.

What should you do now?

Keep an eye on this feature’s rollout, especially if you’re:

• Managing influencer campaigns

• Building UGC-led content strategies

• Seeking ways to amplify your community without reinventing the wheel

Once launched, this tool could significantly boost content reach and make engagement more fluid and natural.