Instagram has introduced its new “Repost” feature, which allows users to share public Reels and feed posts directly to their followers’ feeds. The shared content is collected in a dedicated profile tab. According to Meta, the functionality credits original creators while potentially extending content reach to entirely new audiences.
This feature departs from Instagram’s previous approach, where sharing others’ content was primarily limited to temporary Stories. The functionality resembles X’s retweet and TikTok’s repost features, but with Instagram’s distinctive implementation that ensures original creators maintain attribution as content spreads beyond their immediate network.
To understand how this feature may impact social media strategies, we gathered thoughts from 26 industry professionals across influencer marketing, creator management, and social analytics. Their insights reveal that the Repost function is not just a new button, but a shift in how content discovery, trust, and amplification work on Instagram.
Instagram’s Repost feature is a game-changer for community advertising. Instead of chasing follower counts, we’re focusing on creating content that people actually want to share – not because they’re paid to, but because it genuinely adds value to their community. At Plaiced, we use our product Clustr to identify which micro-influencers are connectors between different niches, then leverage our network of communities under our brand Communify to create campaigns that naturally flow from one community to another through reposts. It’s less about broadcasting and more about sparking authentic conversations that communities want to keep going. When someone reposts your content, they’re essentially vouching for you to their entire network. That trust transfer is worth way more than traditional reach metrics.
Instagram’s Repost feature amplifies both opportunity and risk. At VwD, we see it as a powerful lever for reach: a creator’s content can now extend far beyond their core community. Our strategy is to help brands capitalize on this by ensuring reposted content is as safe and suitable as the original. We’re advising partners to use reposts to highlight high-performing, values-aligned content, while our platform continuously monitors for compliance, brand safety, and contextual fit. This way, brands can confidently expand visibility through reposts without exposing themselves to hidden risks, ensuring every share reflects well on both the creator and the company.
Instagram’s new Repost feature is an incredible way to extend reach beyond your own audience with minimal effort. My strategy has two parts: first, focus on creating content designed to be shared – quick tips, relatable moments, and storytelling Reels that make people say, “This is so me, I have to repost it.” Second, don’t be afraid to make the ask. If something feels especially impactful, I’ll note it in the caption or DM it to peers and collaborators whose audiences would benefit. This approach combines organic amplification with intentional partnerships, multiplying exposure. I’ll also track which themes get the most reposts and lean into those, ensuring each piece of content has the potential to live far beyond my feed.
With Instagram’s new Repost feature, I’m doubling down on creating bold, shareable content for midlife women—outfits that turn heads, beauty hacks that simplify life, and workout motivation that proves strength has no age limit. My strategy is to deliver quick wins and high-energy inspiration that influencers will want to repost because it instantly empowers their audiences, too. The goal: expand my reach while showing women 40+ that style, strength, and confidence are always trending.
The Repost button isn’t just another feature; it’s a distribution unlock, and we’re guiding brands to treat it as a growth multiplier. In recent campaigns, we’ve already seen 3x exposure through repost-driven amplification, which tells me two things: Instagram is prioritizing this action, and the network effect we’ve long seen on Twitter and Threads is now finding its way into vertical video. For our brand partners, the strategy is to engineer creator-led content that travels – snackable, culturally resonant moments that invite reposts not just from fans but from peers, collaborators, and even other brands. We’re also mapping how repost velocity can serve as a new success metric, signaling when content has broken through and is moving across networks.
Reposts have been a great way to highlight our talent. At Proud Management, we’ve been personally resharing our creators’ content and seeing strong results – wider reach, creators engaging with each other, and new audiences discovering their work. It’s also another way for creators to share the things they like and express themselves without the constant pressure of posting something new, while still building a portfolio that feels uniquely theirs.
I see Instagram’s Repost feature as a game-changer for amplifying campaign reach exponentially. We’re developing strategies to help our clients maximize this opportunity. Our new Repost Analytics Metric doesn’t just track the original post, it maps the entire viral journey, measuring repost velocity, engagement depth at each level, and the cumulative reach across networks. This gives brands unprecedented visibility into their content’s true impact. Simultaneously, our AI-powered Content Optimization engine analyzes thousands of high-performing reposts to identify the formats, hooks, and creative elements that drive maximum shareability. We’re essentially reverse-engineering virality, helping creators and brands understand what content is inherently repost-worthy from conception. This isn’t just about tracking metrics, it’s about predicting and engineering viral moments. When a single repost can multiply your audience by 10x or 100x, understanding these mechanics becomes the difference between a good campaign and a game-changing one.
The new Repost feature is a fundamental step in how we think about content discovery and trust on Instagram. Until recently, Instagram content circulated mainly within a creator’s own follower network, with algorithmic recommendations extending reach. Reposting changes this: content can now move organically across communities, bridging clusters and introducing audiences that might never have seen it otherwise. What’s key here is trust. A repost isn’t just distribution, it’s an endorsement. When an influencer shares content, they’re validating it for their audience, creating a network-level signal of credibility. For creators and brands, this opens up new opportunities for cross-cluster campaigns, tiered influencer strategies, and co-creation loops that drive engagement and authority. From my perspective, this is about enabling a trust-driven ecosystem where discovery isn’t just algorithmic, it’s social, networked, and influence-based.
At Videreo, we’re excited about anything that gets our creator partners more reach, so the new Repost function from Instagram is definitely welcomed. Our latest product helps travel creators deliver huge value to their communities to use as lead magnets. This content is designed to be shared because it explains exactly how and where a viral piece of travel content was created, and how the audience can have the same experience. We expect our creator partners and the brands they support to get huge reach and find new audiences as a result.
Instagram’s new Repost feature is huge because it’s the first time we can share content directly to followers’ feeds instead of just Stories. That means every repost has serious viral potential beyond the original creator’s audience. We’re already building what I call “scalable sharing campaigns”—we’re designing multi-influencer campaigns where we group creators by audience type (singles, families, couples, etc.), matching influencer audiences to the brand’s target demographics or tapping into new audience segments. The key is getting multiple influencers in the same category to share content that builds on each other, creating this snowball effect of visibility. This approach turns reposts into controlled viral amplification rather than hoping for random organic shares.
Instagram’s Repost function changes the calculus for how creators think about distribution. Instead of focusing solely on owned reach, we’re coaching our talent to create ‘repost-ready’ content: hooks that are universally relatable, visually native to the feed of whoever shares them, and designed to spark conversation in communities beyond their own. We see this less as an amplification tool and more as a network-effect strategy where one share can cascade into dozens and transform micro-audiences into macro-visibility. At Prscnt, we’re building campaigns that anticipate repostability as a KPI, tracking not just impressions but the secondary networks our creators unlock. In an era where virality is engineered, the repost feature is a structural advantage for creators who can align storytelling with shareability.
Like any new platform feature, we’ll approach the Instagram Repost feature with a test-and-learn mindset, tracking analytics to optimize content over time. We plan to build repost usage into influencer agreements to increase placements and ensure each piece of content gets broad visibility. Rather than duplicating posts, we’ll use reposts strategically to drive eyeballs, cross-promoting between influencer and brand channels so one strong piece of content can travel further and perform better in the algorithm.
Reposts offer a unique opportunity to drive additional reach of creator content while retaining the linkage to the source content. In the past, when content was reused or reshared, creators often lost credit and visibility. With this feature, attribution stays intact, giving creators the ability to drive greater recognition for their work that otherwise would have been lost. The hope with this feature is that creators can better understand the full impact of their content beyond engagement on their original post. Reposts make it easier to see how content travels, how audiences interact with it outside the creator’s own feed, and what influence it truly has at scale. For brands, it creates a more authentic way to amplify creator partnerships while ensuring credit flows back to the source. It’s a win-win: creators get more visibility, and brands benefit from extended, credible reach.
I think it’s about time Instagram integrated this feature. Reposts increase the community element on the platform and it has started to feel like Instagram was moving away from that for a while. Creators, for the most part, have been stuck in the “appeasing the algorithm” of it all on Instagram; but reposts give the power back to your audience to expose you to more of the people you’re trying to reach. Now, users can paint the rules for themselves on which content they want to engage and share with their friends and followers, by amplifying their favorite creators’ work—breaking through the constraints of an algorithm Instagram has controlled for so long.
The play is to package key messages in modular formats (clips, quotes, memes, short takes) so they’re easy for influencers to repost quickly. If I remove friction, I increase the likelihood of them hitting “repost” in real time.
Instagram’s new Repost feature means a single share could put a creator’s content in front of audiences far beyond their own followers. While the feature may help large creators grow more, it also opens valuable opportunities for emerging creators. By leveraging reposts, smaller creators can reach new audiences, forge meaningful connections with potential fans, and grow their following in ways that were previously unavailable. Many hesitate to promote their content too frequently, but because reposts live in a separate area of a profile, they provide a low-pressure way to amplify reach without oversaturating feeds. Features like this support omni-channel engagement and ensure creators are meeting fans where they are. Amaze is here to empower all creators in building and growing their businesses and fanbases.
We’re advising creators to implement “repost-ready” sequences, like mini-series where one post sets up the next, so brand partners or other creators can share part two and reach new audiences. When those new audiences are exposed to one part of the series, there’s a natural curiosity to click through and look for the full story—essentially turning reposts into a discovery tool rather than just a vehicle for impressions. We also see reposts as a real-time test of content performance. When two versions of a similar concept are shared, we can see which one travels further and connects better outside of a creator’s own audience—insight that’s invaluable for shaping content strategies, especially as Instagram’s algorithm increasingly prioritizes Reels for discovery.
In addition to giving more reach and tapping into brand new audiences, reposts can help content have longer legs, squeezing more views, engagement, and conversions beyond its natural lifecycle. While direct attribution from reposts is a challenge, the content is reposted as is, pointing directly to the original creator’s profile. As such, it’s crucial for the original creator to have a clear call to action, both verbal and visual, to focus on converting new audiences, whether the goal is top-of-funnel awareness and getting new followers or higher intent pushing straight to an opt-in or purchase via a single link in bio. A Repost Boost Campaign is a specific strategy to leverage the creator/brand affiliate network to coordinate a previously successful piece of content reposted during a short time window. It will drive even more conversions and isolate metrics from the repost surge when compared to preset baseline parameters.
Instagram’s new Repost feature is a game-changer for creators. Just like retweets on Twitter expanded reach overnight, a single repost can now put content in front of entirely new audiences beyond a creator’s follower base. For us, the strategy is twofold: first, working with creators to make content inherently repostable—short, snappy, and culturally relevant so it travels quickly. Second, encouraging collaboration across creators and brands so that reposts feel organic, not forced. The biggest opportunity is for emerging creators: this feature gives them a chance to break through echo chambers and reach audiences they wouldn’t normally have access to. For brands, it means campaigns can spread further and faster than before.
Instagram’s new Repost feature may mean easier sharing, but it also complicates matters with regard to rights and licensing. If we look through Instagram’s track record, their features, like Collabs, even going much further back to Boosting, are about providing tools that prioritize marketers, not users. Presuming this is a toggle setting on an account or post, we’ll likely see more brands populating their feeds with reposted content and not needing to pay or discuss rights with traditional content creators. In the middle of this, we might see the industry that’s sprung up around UGC take a significant hit. There are also further questions, such as whether a brand can promote reposted content on their channels.
In my opinion, reposting on Instagram is one of the most underrated community growth levers creators can use right now. If you think about it, it’s the evolution of resharing to IG stories, where you’d share the posts and reels that appeal to you. Now, reposting allows you to take that same instinct and turn it into an even clearer marker of identity: the things that you believe in and interact with. By sharing directly to your feed or through notes, you’re curating your taste in public, which matters because audiences trust people who consistently show them what they enjoy and believe in. Tactically speaking, reposting gives you more surface area for touchpoints with your ideal client profile to build a community of aligned customers with less effort and greater authenticity.
One thing I’ll be watching closely is whether highly shareable content gains or loses reach as Instagram users adopt the Repost feature. Historically, users shared content through DMs, which has been one of Instagram’s greatest strengths. A DM share not only triggers a session start, but it also acts as a personal endorsement between friends with shared interests, keeping satisfaction high and making Reels central to users’ social lives. Reposts could shift that behavior. While the new Friends tab aggregates content your network has liked, commented on, or reposted, it lacks the Explore page’s curation to users’ interests or the intimacy of a 1:1 DM endorsement. That could mean content feels less relevant to individual users. From a strategy standpoint, I expect brands will increasingly look to meme pages (for reach) and creators with high engagement ratios (for influence) as amplification partners.
As creators embrace entrepreneurship, Instagram’s Repost feature is a great way for them to get new eyes on their content, but discovery is just the first step to success. The real opportunity lies in converting those views into followers, and from there, into paying customers beyond the platform. Start by engaging with the people your reposted content reaches by replying to their DMs, answering comments, and inviting them to get involved in your social community. Once you’ve generated a new set of followers, ask them what they want to learn from you. One of the biggest mistakes creators make when building an online business is creating products or courses they think their audience wants, not what they actually want. By inquiring directly, you end up with products you know will resonate and that your followers will want to buy. Suddenly, a one-time engagement turns into a long-term, dedicated customer.
Instagram’s Repost feature is essentially taking a page out of X’s book, giving creators a built-in way to go viral outside their core following. The smartest play is to engineer content that’s instantly shareable—short, bold, and value-driven. Think in terms of soundbites or quick insights that others will want to amplify. Then, make sure each repost connects back to a deeper piece of content or offering so that exposure turns into growth, not just empty reach.
This new Repost feature comes at a perfect time since we’re encouraging shares more than ever. Now, creators have the opportunity to get in front of entirely new audiences at the click of a button. Before, the strategy was simply “share with …”, but now creators can encourage users to repost if they resonate with the content, giving sponsoring brands amplified visibility while helping creators deepen engagement with new communities. It’s truly a win-win situation. To maximize this feature, we’ll continue to align with creators whose audiences overlap with our target market. We’ll keep reposting in mind as we develop our campaign ideas, making sure the messaging feels natural to encourage reposts. This way, every repost not only sparks discovery but also reinforces our brand messaging across new audiences.
We see Instagram’s new Repost feature as a powerful amplification tool, one that goes beyond distribution to act as a co-sign and cultural signal. For our audiences, a repost is social proof that validates the content’s relevance and extends its life far beyond the original post. For creators, it opens new pathways to discoverability, and for brands, it offers an efficient way to scale campaigns by encouraging partners and fans to organically carry content forward. The real opportunity lies in designing content people want to repost, content that sparks pride, belonging, or shared cultural moments. Used thoughtfully, reposts could become one of the most meaningful ways to connect communities and grow influence on the platform. Our approach is to lean into content that people genuinely want to repost—moments that feel authentic, fun, and culturally relevant. We’ll be encouraging creators we work with to use reposts as a natural way to amplify branded content, extending reach without a major lift. From there, it’s about learning what truly resonates and integrating reposts as a new layer of organic amplification that strengthens and complements our paid strategies.
Dragomir is a Serbian freelance blog writer and translator. He is passionate about covering insightful stories and exploring topics such as influencer marketing, the creator economy, technology, business, and cyber fraud.
Instagram has introduced its new “Repost” feature, which allows users to share public Reels and feed posts directly to their followers’ feeds. The shared content is collected in a dedicated profile tab. According to Meta, the functionality credits original creators while potentially extending content reach to entirely new audiences.
This feature departs from Instagram’s previous approach, where sharing others’ content was primarily limited to temporary Stories. The functionality resembles X’s retweet and TikTok’s repost features, but with Instagram’s distinctive implementation that ensures original creators maintain attribution as content spreads beyond their immediate network.
To understand how this feature may impact social media strategies, we gathered thoughts from 26 industry professionals across influencer marketing, creator management, and social analytics. Their insights reveal that the Repost function is not just a new button, but a shift in how content discovery, trust, and amplification work on Instagram.
Kaaveh Shoamanesh, Founder & CEO, Plaiced
Instagram’s Repost feature is a game-changer for community advertising. Instead of chasing follower counts, we’re focusing on creating content that people actually want to share – not because they’re paid to, but because it genuinely adds value to their community. At Plaiced, we use our product Clustr to identify which micro-influencers are connectors between different niches, then leverage our network of communities under our brand Communify to create campaigns that naturally flow from one community to another through reposts. It’s less about broadcasting and more about sparking authentic conversations that communities want to keep going. When someone reposts your content, they’re essentially vouching for you to their entire network. That trust transfer is worth way more than traditional reach metrics.
Eric Hadley, Chief Business Officer, VwD
Instagram’s Repost feature amplifies both opportunity and risk. At VwD, we see it as a powerful lever for reach: a creator’s content can now extend far beyond their core community. Our strategy is to help brands capitalize on this by ensuring reposted content is as safe and suitable as the original. We’re advising partners to use reposts to highlight high-performing, values-aligned content, while our platform continuously monitors for compliance, brand safety, and contextual fit. This way, brands can confidently expand visibility through reposts without exposing themselves to hidden risks, ensuring every share reflects well on both the creator and the company.
Katelyn Rhoades, Founder, enfluence
Instagram’s new Repost feature is an incredible way to extend reach beyond your own audience with minimal effort. My strategy has two parts: first, focus on creating content designed to be shared – quick tips, relatable moments, and storytelling Reels that make people say, “This is so me, I have to repost it.” Second, don’t be afraid to make the ask. If something feels especially impactful, I’ll note it in the caption or DM it to peers and collaborators whose audiences would benefit. This approach combines organic amplification with intentional partnerships, multiplying exposure. I’ll also track which themes get the most reposts and lean into those, ensuring each piece of content has the potential to live far beyond my feed.
Olivia Renae, Content Creator
With Instagram’s new Repost feature, I’m doubling down on creating bold, shareable content for midlife women—outfits that turn heads, beauty hacks that simplify life, and workout motivation that proves strength has no age limit. My strategy is to deliver quick wins and high-energy inspiration that influencers will want to repost because it instantly empowers their audiences, too. The goal: expand my reach while showing women 40+ that style, strength, and confidence are always trending.
LaTecia Johnson, Founder & CEO, INGENIUS
The Repost button isn’t just another feature; it’s a distribution unlock, and we’re guiding brands to treat it as a growth multiplier. In recent campaigns, we’ve already seen 3x exposure through repost-driven amplification, which tells me two things: Instagram is prioritizing this action, and the network effect we’ve long seen on Twitter and Threads is now finding its way into vertical video. For our brand partners, the strategy is to engineer creator-led content that travels – snackable, culturally resonant moments that invite reposts not just from fans but from peers, collaborators, and even other brands. We’re also mapping how repost velocity can serve as a new success metric, signaling when content has broken through and is moving across networks.
Michael Curtis, CEO & Founder, Proud Management
Reposts have been a great way to highlight our talent. At Proud Management, we’ve been personally resharing our creators’ content and seeing strong results – wider reach, creators engaging with each other, and new audiences discovering their work. It’s also another way for creators to share the things they like and express themselves without the constant pressure of posting something new, while still building a portfolio that feels uniquely theirs.
Daniel Sanchez, Co-Founder & CEO, Influencity
I see Instagram’s Repost feature as a game-changer for amplifying campaign reach exponentially. We’re developing strategies to help our clients maximize this opportunity. Our new Repost Analytics Metric doesn’t just track the original post, it maps the entire viral journey, measuring repost velocity, engagement depth at each level, and the cumulative reach across networks. This gives brands unprecedented visibility into their content’s true impact. Simultaneously, our AI-powered Content Optimization engine analyzes thousands of high-performing reposts to identify the formats, hooks, and creative elements that drive maximum shareability. We’re essentially reverse-engineering virality, helping creators and brands understand what content is inherently repost-worthy from conception. This isn’t just about tracking metrics, it’s about predicting and engineering viral moments. When a single repost can multiply your audience by 10x or 100x, understanding these mechanics becomes the difference between a good campaign and a game-changing one.
Olgu Uysal, Co-Founder, Oh Medya
The new Repost feature is a fundamental step in how we think about content discovery and trust on Instagram. Until recently, Instagram content circulated mainly within a creator’s own follower network, with algorithmic recommendations extending reach. Reposting changes this: content can now move organically across communities, bridging clusters and introducing audiences that might never have seen it otherwise. What’s key here is trust. A repost isn’t just distribution, it’s an endorsement. When an influencer shares content, they’re validating it for their audience, creating a network-level signal of credibility. For creators and brands, this opens up new opportunities for cross-cluster campaigns, tiered influencer strategies, and co-creation loops that drive engagement and authority. From my perspective, this is about enabling a trust-driven ecosystem where discovery isn’t just algorithmic, it’s social, networked, and influence-based.
Adrian Villabruna, Co-Founder, Videreo
At Videreo, we’re excited about anything that gets our creator partners more reach, so the new Repost function from Instagram is definitely welcomed. Our latest product helps travel creators deliver huge value to their communities to use as lead magnets. This content is designed to be shared because it explains exactly how and where a viral piece of travel content was created, and how the audience can have the same experience. We expect our creator partners and the brands they support to get huge reach and find new audiences as a result.
Kim Murray, Founder, Virality Boost
Instagram’s new Repost feature is huge because it’s the first time we can share content directly to followers’ feeds instead of just Stories. That means every repost has serious viral potential beyond the original creator’s audience. We’re already building what I call “scalable sharing campaigns”—we’re designing multi-influencer campaigns where we group creators by audience type (singles, families, couples, etc.), matching influencer audiences to the brand’s target demographics or tapping into new audience segments. The key is getting multiple influencers in the same category to share content that builds on each other, creating this snowball effect of visibility. This approach turns reposts into controlled viral amplification rather than hoping for random organic shares.
Chris Alexander, Founder, Prscnt
Instagram’s Repost function changes the calculus for how creators think about distribution. Instead of focusing solely on owned reach, we’re coaching our talent to create ‘repost-ready’ content: hooks that are universally relatable, visually native to the feed of whoever shares them, and designed to spark conversation in communities beyond their own. We see this less as an amplification tool and more as a network-effect strategy where one share can cascade into dozens and transform micro-audiences into macro-visibility. At Prscnt, we’re building campaigns that anticipate repostability as a KPI, tracking not just impressions but the secondary networks our creators unlock. In an era where virality is engineered, the repost feature is a structural advantage for creators who can align storytelling with shareability.
Emily Larsen, Associate Strategy Director, Movers+Shakers
Like any new platform feature, we’ll approach the Instagram Repost feature with a test-and-learn mindset, tracking analytics to optimize content over time. We plan to build repost usage into influencer agreements to increase placements and ensure each piece of content gets broad visibility. Rather than duplicating posts, we’ll use reposts strategically to drive eyeballs, cross-promoting between influencer and brand channels so one strong piece of content can travel further and perform better in the algorithm.
Scott Sutton, CEO, Later
Reposts offer a unique opportunity to drive additional reach of creator content while retaining the linkage to the source content. In the past, when content was reused or reshared, creators often lost credit and visibility. With this feature, attribution stays intact, giving creators the ability to drive greater recognition for their work that otherwise would have been lost. The hope with this feature is that creators can better understand the full impact of their content beyond engagement on their original post. Reposts make it easier to see how content travels, how audiences interact with it outside the creator’s own feed, and what influence it truly has at scale. For brands, it creates a more authentic way to amplify creator partnerships while ensuring credit flows back to the source. It’s a win-win: creators get more visibility, and brands benefit from extended, credible reach.
Tameka Bazile, Social Strategist & Business Creator
I think it’s about time Instagram integrated this feature. Reposts increase the community element on the platform and it has started to feel like Instagram was moving away from that for a while. Creators, for the most part, have been stuck in the “appeasing the algorithm” of it all on Instagram; but reposts give the power back to your audience to expose you to more of the people you’re trying to reach. Now, users can paint the rules for themselves on which content they want to engage and share with their friends and followers, by amplifying their favorite creators’ work—breaking through the constraints of an algorithm Instagram has controlled for so long.
Jerrica Long, Director of Creator Marketing, Creator Match
The play is to package key messages in modular formats (clips, quotes, memes, short takes) so they’re easy for influencers to repost quickly. If I remove friction, I increase the likelihood of them hitting “repost” in real time.
Danielle Pederson, CMO, Amaze
Instagram’s new Repost feature means a single share could put a creator’s content in front of audiences far beyond their own followers. While the feature may help large creators grow more, it also opens valuable opportunities for emerging creators. By leveraging reposts, smaller creators can reach new audiences, forge meaningful connections with potential fans, and grow their following in ways that were previously unavailable. Many hesitate to promote their content too frequently, but because reposts live in a separate area of a profile, they provide a low-pressure way to amplify reach without oversaturating feeds. Features like this support omni-channel engagement and ensure creators are meeting fans where they are. Amaze is here to empower all creators in building and growing their businesses and fanbases.
Lexi Rubinstein, Lead Creator Manager, The Sociable Society
We’re advising creators to implement “repost-ready” sequences, like mini-series where one post sets up the next, so brand partners or other creators can share part two and reach new audiences. When those new audiences are exposed to one part of the series, there’s a natural curiosity to click through and look for the full story—essentially turning reposts into a discovery tool rather than just a vehicle for impressions. We also see reposts as a real-time test of content performance. When two versions of a similar concept are shared, we can see which one travels further and connects better outside of a creator’s own audience—insight that’s invaluable for shaping content strategies, especially as Instagram’s algorithm increasingly prioritizes Reels for discovery.
Daniel Caldas, Founder, Caldas Ecom
In addition to giving more reach and tapping into brand new audiences, reposts can help content have longer legs, squeezing more views, engagement, and conversions beyond its natural lifecycle. While direct attribution from reposts is a challenge, the content is reposted as is, pointing directly to the original creator’s profile. As such, it’s crucial for the original creator to have a clear call to action, both verbal and visual, to focus on converting new audiences, whether the goal is top-of-funnel awareness and getting new followers or higher intent pushing straight to an opt-in or purchase via a single link in bio. A Repost Boost Campaign is a specific strategy to leverage the creator/brand affiliate network to coordinate a previously successful piece of content reposted during a short time window. It will drive even more conversions and isolate metrics from the repost surge when compared to preset baseline parameters.
Tom Maynard, Founder, Amplify
Instagram’s new Repost feature is a game-changer for creators. Just like retweets on Twitter expanded reach overnight, a single repost can now put content in front of entirely new audiences beyond a creator’s follower base. For us, the strategy is twofold: first, working with creators to make content inherently repostable—short, snappy, and culturally relevant so it travels quickly. Second, encouraging collaboration across creators and brands so that reposts feel organic, not forced. The biggest opportunity is for emerging creators: this feature gives them a chance to break through echo chambers and reach audiences they wouldn’t normally have access to. For brands, it means campaigns can spread further and faster than before.
Charles Haynes, Founder, Ziggurat XYZ
Instagram’s new Repost feature may mean easier sharing, but it also complicates matters with regard to rights and licensing. If we look through Instagram’s track record, their features, like Collabs, even going much further back to Boosting, are about providing tools that prioritize marketers, not users. Presuming this is a toggle setting on an account or post, we’ll likely see more brands populating their feeds with reposted content and not needing to pay or discuss rights with traditional content creators. In the middle of this, we might see the industry that’s sprung up around UGC take a significant hit. There are also further questions, such as whether a brand can promote reposted content on their channels.
Thomas Yeum, Content Creator & Strategist, Stan
In my opinion, reposting on Instagram is one of the most underrated community growth levers creators can use right now. If you think about it, it’s the evolution of resharing to IG stories, where you’d share the posts and reels that appeal to you. Now, reposting allows you to take that same instinct and turn it into an even clearer marker of identity: the things that you believe in and interact with. By sharing directly to your feed or through notes, you’re curating your taste in public, which matters because audiences trust people who consistently show them what they enjoy and believe in. Tactically speaking, reposting gives you more surface area for touchpoints with your ideal client profile to build a community of aligned customers with less effort and greater authenticity.
Daniel Coughlan, SVP of Content, Fixated
One thing I’ll be watching closely is whether highly shareable content gains or loses reach as Instagram users adopt the Repost feature. Historically, users shared content through DMs, which has been one of Instagram’s greatest strengths. A DM share not only triggers a session start, but it also acts as a personal endorsement between friends with shared interests, keeping satisfaction high and making Reels central to users’ social lives. Reposts could shift that behavior. While the new Friends tab aggregates content your network has liked, commented on, or reposted, it lacks the Explore page’s curation to users’ interests or the intimacy of a 1:1 DM endorsement. That could mean content feels less relevant to individual users. From a strategy standpoint, I expect brands will increasingly look to meme pages (for reach) and creators with high engagement ratios (for influence) as amplification partners.
Ahad Khan, CEO, Kajabi
As creators embrace entrepreneurship, Instagram’s Repost feature is a great way for them to get new eyes on their content, but discovery is just the first step to success. The real opportunity lies in converting those views into followers, and from there, into paying customers beyond the platform. Start by engaging with the people your reposted content reaches by replying to their DMs, answering comments, and inviting them to get involved in your social community. Once you’ve generated a new set of followers, ask them what they want to learn from you. One of the biggest mistakes creators make when building an online business is creating products or courses they think their audience wants, not what they actually want. By inquiring directly, you end up with products you know will resonate and that your followers will want to buy. Suddenly, a one-time engagement turns into a long-term, dedicated customer.
Yash Daftary, CEO, FanBasis
Instagram’s Repost feature is essentially taking a page out of X’s book, giving creators a built-in way to go viral outside their core following. The smartest play is to engineer content that’s instantly shareable—short, bold, and value-driven. Think in terms of soundbites or quick insights that others will want to amplify. Then, make sure each repost connects back to a deeper piece of content or offering so that exposure turns into growth, not just empty reach.
Alexandra Caceres, U.S. Marketing, Metricool
This new Repost feature comes at a perfect time since we’re encouraging shares more than ever. Now, creators have the opportunity to get in front of entirely new audiences at the click of a button. Before, the strategy was simply “share with …”, but now creators can encourage users to repost if they resonate with the content, giving sponsoring brands amplified visibility while helping creators deepen engagement with new communities. It’s truly a win-win situation. To maximize this feature, we’ll continue to align with creators whose audiences overlap with our target market. We’ll keep reposting in mind as we develop our campaign ideas, making sure the messaging feels natural to encourage reposts. This way, every repost not only sparks discovery but also reinforces our brand messaging across new audiences.
Catherine Gallego, VP of Strategy for Así Social, TelevisaUnivision
We see Instagram’s new Repost feature as a powerful amplification tool, one that goes beyond distribution to act as a co-sign and cultural signal. For our audiences, a repost is social proof that validates the content’s relevance and extends its life far beyond the original post. For creators, it opens new pathways to discoverability, and for brands, it offers an efficient way to scale campaigns by encouraging partners and fans to organically carry content forward. The real opportunity lies in designing content people want to repost, content that sparks pride, belonging, or shared cultural moments. Used thoughtfully, reposts could become one of the most meaningful ways to connect communities and grow influence on the platform. Our approach is to lean into content that people genuinely want to repost—moments that feel authentic, fun, and culturally relevant. We’ll be encouraging creators we work with to use reposts as a natural way to amplify branded content, extending reach without a major lift. From there, it’s about learning what truly resonates and integrating reposts as a new layer of organic amplification that strengthens and complements our paid strategies.
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