Instagram is finally catching up with the rest of the social media world, introducing a repost feature that allows users to share their friends’ posts. But before you get too excited, there are a few caveats to note.
The update adds a long-missing feature that’s been standard across platforms like X (formerly Twitter) and TikTok. Users can now reshare public Reels and posts, bringing Instagram more in line with its rivals.
However, unlike other platforms, these reposts won’t show up directly on your profile grid. Instead, they’ll live in a separate ‘Reposts’ tab. So while you can amplify your friends’ content, it won’t blend with your original posts.
“Reposts will not appear on your profile, for instance, but rather in their own dedicated tab on that profile.”
Instagram Leans Further into the TikTok Playbook
The platform is also borrowing another trick straight from TikTok’s playbook. A new “Friends” feed for Reels is rolling out—designed to only show content from people you follow. This makes it easier for users to stay connected with their close circle, rather than being bombarded by algorithm-driven content.
“Instagram users will now be able to open Reels and see a feed with just posts from their friends, something that has long been offered on that original platform.”
This new tab doesn’t just include posts either. It will also display content your friends have liked or commented on, adding a layer of social discovery.
Don’t want your likes showing up? No problem. The feature can be turned off entirely or muted for specific friends.
Here’s What’s New at a Glance:
- Users can now repost public Reels and photos
- Reposts get their own dedicated tab on profiles
- A new “Friends” Reels feed shows only posts from people you follow
- Feed will also display liked or commented content by your friends
- Option to mute likes and comments or turn off visibility completely
Instagram’s Big Play to Stay Relevant
Since the launch of Reels back in 2020, Instagram has been on a mission to stay relevant—particularly with younger audiences flocking to TikTok.
Reels became the platform’s answer to short-form video, and it’s gained traction, especially in regions where TikTok faces restrictions or outright bans. “Instagram launched Reels in 2020, amid the increasing popularity of TikTok…”
The latest updates are part of a broader effort to make the Instagram feed more meaningful. Over the past few years, the company has faced criticism for prioritising promotional and political content over personal posts.
These changes aim to reverse that trend by focusing more on what users actually care about: their friends.
Global Rollout Underway
The new features are already live for users in the United States and are gradually rolling out across the globe, according to Instagram.
“The change is available now in the US and is rolling out globally, Instagram said.”
With Instagram reshaping its identity once again, this move could be key in maintaining its user base in an increasingly crowded social media space. The question remains, will it be enough to keep users hooked?
