social-media
Everything You Need To Know about Instagram’s ‘Reposts’
Published: 07/08/25 - Updated: 07/08/25
Instagram has just released a new feature that could have a serious impact on brand visibility. A new ‘Repost’ button is now live on the platform, allowing users to reshare Reels and carousels. These reposts appear under a new tab on each user’s profile, signalling a shift in how content spreads across the app.
While it may feel like a small update, early signs suggest this is part of a wider move towards virality and content amplification.
Early Results Show Huge Impact
This feature has only just launched, but some users are already seeing major results:
“A creator with over 700K followers that follows me on IG reposted one of my videos and BOOM, I went from 12,000 views to 50,000 views in less than 30 minutes.”
That’s a huge spike in reach, and a strong indicator that reposted content is being prioritised by the algorithm.
For marketing teams, this opens up an entirely new layer of strategy. The repost feature introduces a new way for content to gain visibility outside of your direct audience.
Why This Matters for Brands and Creators
This change presents a split in performance potential:
Positive outcome for brands focusing on:
- Entertainment-led, relatable Reels
- Meme-based or reactive content
- Formats designed to trigger shares in Stories
This type of content now has a second life through reposts, reaching wider audiences with little additional effort.
Negative outcome for brands relying on:
- Heavily branded campaign creative
- Static, design-led carousels
- Content with low emotional pull or cultural relevance
Reposts create more competition for space in the feed. Between suggested content, sponsored posts and now reposts, static formats may struggle for traction.
Changing Priorities Inside the Instagram Algorithm
Over the past 18 months, Instagram has quietly shifted its content priorities.
In 2023, the focus was on content shared with close friends, with shares acting as a key indicator of relevance. By early 2024, that shifted towards rewarding total watch time on Reels, pushing creators to hold attention for longer. Now, in mid to late 2025, the platform appears to be rewarding reposts and content circulation, favouring posts that travel further across networks rather than just engaging a user’s immediate followers.
Reposted content appears to be getting favoured positioning, which means your content needs to earn that repost from users, not just the initial like.
Playbooks Are Losing Relevance
Many brand strategies still rely on rigid frameworks or outdated content calendars. With Instagram making these changes frequently, the most important element to get right is your audience clarity.
Before you plan creative, ask one question: Who is this content for?
Everything else should remain flexible, allowing your team to react and iterate quickly when new features like this are introduced.
5 Actions for Marketing Teams to Take Now
To stay ahead, marketing teams should move fast on this feature:
1. Rethink your ‘shareable’ formats
Shift focus from content that earns saves to content that triggers emotional or entertaining reactions. This increases repost potential.
2. Use your own repost tab strategically
Reposts now sit visibly on your profile. Treat it like a curated feed. Only amplify content that aligns with your brand tone and values.
3. Start reposting creators strategically
Use reposts as a discovery and relationship tool. Find creators who resonate with your audience and start engaging through shares.
4. Test different format mixes
Reduce reliance on carousels and trial a higher volume of short-form Reels. Test formats specifically designed to be funny, reactive or culturally relevant.
5. Update your reporting dashboards
Track reposts as a core engagement metric. Analyse their effect on impressions, profile visits and follower growth. This may become a leading indicator of success on the platform.
This is a defining moment in how Instagram wants content to be used and shared. Reposts give creators and brands a new way to be discovered. The format rewards cultural relevance, personality, and emotional resonance.
Marketing teams that prioritise speed, audience understanding and share-ability will be best placed to benefit from this change.
Need help optimising your social strategy?
Whether you’re building reach through creator partnerships, testing social-first campaigns or adapting content to fit new platform rules, Kaizen can help you turn trends into growth.
Sumaya Tarabi
Sumaya runs social strategy for Kaizen’s clients, helping brands grow their presence across TikTok, Instagram, LinkedIn and more. She tracks platform updates, trend cycles and creative formats so her clients don’t have to.