Instagram is testing a repost feature, the company confirmed on June 16, 2025.

This functionality allows users to share posts directly to their Feed.

Some users have reported seeing the repost option on their accounts.

The feature enables users to repost their own content as well as posts from other accounts.

Currently, users can only reshare content via Stories or third-party apps.

This new tool could help original creators receive proper credit on reposts.

Instagram has not revealed when or if the repost feature will be available to all users.

🔗 Source: TechCrunch

🧠 Food for thought

1️⃣ Instagram’s gradual evolution toward complete content sharing

Instagram’s repost test represents the latest step in a methodical expansion of sharing capabilities dating back to 2018, when they first introduced the ability to share posts to Stories.

That initial feature allowed users to share public posts but only in the more ephemeral Stories format, not in the main feed 1.

This gradual approach stands in contrast to Twitter, which introduced the foundational “Retweet” feature in 2009, establishing content amplification as a core social media function much earlier.

Instagram’s hesitancy to implement full reposting has created a vacuum filled by third-party apps and workarounds, showing sustained user demand for this functionality despite the platform’s reluctance 2.

The platform’s careful, phased implementation of sharing features demonstrates Instagram’s concern with balancing content discovery against potential feed degradation, a tension that has defined the platform’s development for years.

2️⃣ Critical implications for creator attribution and brand strategy

Recent Instagram developments