Instagram Reposts Are Back: How the New Feature Boosts Reach and Engagement

Instagram has once again surprised us, with a feature that many creators and brands had been waiting for. The Instagram Repost Update has officially rolled out again, allowing users to repost posts and reels directly to their profiles.

After testing this feature back in 2022 and quietly removing it, Instagram has now reintroduced it globally. This simple yet powerful update changes how brands share UGC (User-Generated Content), amplify influencer partnerships, and maintain consistent content on their feed.

Let’s break down how this new Instagram update for brands can help businesses level up their strategy, and why it's more than just a button.

Why Does This Update Matter?

We all know the power of reposting stories, but stories disappear in 24 hours. Reposting reels and feed posts, on the other hand, creates long-term visibility. That’s why the Instagram Reels repost feature is such a game-changer.

Imagine collaborating with a creator. Earlier, you either had to repost via third-party apps or create duplicate content. Now, you can just repost their reel directly to your feed with proper attribution.

In short, this feature makes cross-promotion seamless, allowing creators and brands to maximise content without disrupting the Instagram aesthetic.

What Exactly Is the Instagram Repost Update?

The Instagram Repost Update enables users to reshare content from other accounts, including posts and reels, directly onto their own profile grid. It appears with credit to the original creator and maintains engagement metrics such as likes and comments.

You’ll find the repost option under the “Share” icon on a post or reel. Once selected, you can add it to your profile along with your own caption, just like how you would post your own content.

This is Instagram's way of staying competitive with platforms like TikTok, where reposting is already a native feature. And for creators and businesses in India and worldwide, it simplifies content amplification like never before.

Curious about how Instagram’s algorithm works in 2025?

Read our blog on : Instagram Algorithm 2025: What Brands Need to Know

How Brands Can Use the Repost Feature Smartly

If you run a business account or a creator page, this feature is gold.

1. Boost UGC (User-Generated Content): Repost customer reviews or photos using your products.

2. Highlight Influencer Collaborations: Showcase reels made by influencers without duplicating content.

3. Repurpose Old Content: Breathe life into older content by reposting evergreen posts that are still relevant.

4. Build Trust: Share authentic experiences of your audience without extra production costs.

This is a great opportunity for any social media marketing strategy, especially if your team is focused on organic growth and consistency.

A Win for Content Strategy

Let’s be honest: content creation takes time, planning, and resources. The repost feature allows creators and brands to do more with less.

You can now create a strong mix of original content and curated reposts. This helps in:

• Reducing content fatigue

• Improving content calendar flexibility

• Driving engagement through community participation

For agencies like us at Viridify Innovations, this adds a whole new layer of content optimisation, especially for our clients in D2C, hospitality, fitness, and tech spaces.

Pair This with Smart Strategy

With features like this being added, it’s also a great time to consider deeper strategic moves. Whether you’re running paid campaigns or building brand identity, features like reposting can amplify ROI if used with intent.

Pair this with:

• AI-driven marketing tools

• Performance marketing tactics

• Solid SEO & content strategies

And you have a winning formula for growth.

Want to stay ahead of the game? Read our blog on: Top 5 Social Media Trends in India to Watch in 2025

Final Thoughts

Instagram’s decision to bring back reposts signals one thing loud and clear, collaboration and community are the future of content.

For brands, this is the moment to rethink how you engage with your audience. Use the Instagram Reels repost feature to build trust, showcase real experiences, and amplify your message.

At Viridify Innovations, we’ve already started integrating this feature into our client strategies. Whether you’re a startup or an established business, our team can help you capitalise on such updates in real-time. That’s why many call us the best digital marketing agency for evolving needs.

FAQs

1. What is the Instagram Repost Update?

Ans: The Instagram Repost Update allows users to share other people's posts and reels directly to their profile feed with proper attribution to the original creator.

2. How can brands use the Instagram Reels repost feature?

Ans: Brands can use it to amplify influencer content, repost user-generated content, and repurpose high-performing old posts to maintain consistency on their profile.

3. When was the Instagram Repost Update released?

Ans: Instagram officially began rolling out the repost feature globally around the end of July 2025 after re-testing it with select users.

4. Can I edit the caption when reposting someone else’s reel?

Ans: Yes, Instagram allows you to add your own caption while reposting, giving you room to add context, hashtags, and CTAs.

5. Is this update available for all accounts?

Ans: Yes, the update is being rolled out across both personal and business accounts worldwide. Make sure your app is updated to the latest version.