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We finally have an Instagram repost button! No more screenshot gymnastics, clunky third-party apps, or asking yourself if your phone’s camera roll is starting to judge you. Now you can repost your own past brilliance or someone else’s original post straight to your feed with ease and natively.
Before you start smashing that button like it’s a new Candy Crush, I’m begging you to think about it strategically. The repost feature is not just a way to fill your feed with ease. Use it willy-nilly without a strategy and you’ll bore your audience faster than a corporate mission statement.
Here’s how to use it in a way that actually builds your brand, your reach, and your credibility.
How the Instagram Repost Feature Works
It’s actually pretty simple. There’s a new icon available under each post on your IG feed. Look for the new double arrow icon and click or tap that to share the image.
- You can repost your own old content or someone else’s original post.
- You cannot repost a repost.
- The original creator’s handle is automatically credited in the post.
- It shows up on the feed just like any other post, but clearly marked as a repost.
- It will sit on your profile/grid under the newly added Reposted tab, which uses the same double arrow icon.
- You can turn off this feature if you don’t want people to Repost your photos, for example on a personal account. To do this, under Settings and Activity, look for that double arrow icon and “Sharing and reuse”. (Shoutout to Michelle McCann for mentioning this on my post!)
Instagram Repost vs. Share to Stories
I can hear some old school Instagrammers already asking “Why do we need this when we can just Share to Stories?” Valid question. There’s a lot of overlap between how the two features can be used, but there is one KEY difference:
- Repost shares the content into the feed that people scroll, AND permanently sits on your profile under a new Repost tab.
- Share to Stories puts the post in your Instagram Stories, which disappear after 24 hours. So while they might be seen by anybody (depending on your settings), they are not added to your profile long-term.
Understanding this difference is KEY to helping you decide what you should Repost vs. Share.
- Want to amplify a local event not related to your biz? Share to Stories
- Want to get more eyes on an old post? Either/Both
- Found a testimonial for your product or service? Either/Both
- Just read a great explanation of something related to your business you want others to see? Repost if you want this to stay on your profile.
To be honest, I’m a big supporter of posting pretty much everything from your feed/grid into Stories to get more eyes on it. But there are some things that really ONLY belong in Stories, not on your grid.
Ask yourself “Is this something that needs to be on my profile in a year? Five years? Forever? If not, Share to Stories.”
8 Ways to Use Instagram Repost Strategically
Reposting lets you breathe new life into content that already works, borrow credibility from people and brands your audience respects, and strengthen relationships with partners, clients, and collaborators. It can help you fill content gaps without cluttering your feed/grid with fluff, and keep your brand visible during busy seasons without burning yourself out.
Revive Your Greatest Hits
You’ve got posts that performed like Beyoncé at the Super Bowl, but half your current followers have never seen them. Repost them with updated captions, fresh context, or an “I still stand by this” vibe.
Spotlight Partners, Clients, or Customers
If someone shouts you out, repost it. It’s relationship-building in public. Just make sure the post aligns with your brand. Reposting a blurry selfie with your product in the background doesn’t scream “quality.” If an influencer, partner, or early customer posts about your launch, repost it. It’s like having a hype squad you don’t have to pay.
Curate Industry Gold
See something in your niche worth sharing? Repost it with your take. It shows you’ve got your finger on the pulse and opinions worth hearing. It would be great if we had folders to organize these posts, but that doesn’t exist yet.
Document Collaborations and Events
That panel you spoke on? That pop-up shop you joined? Repost coverage from your collaborators, partners, or attendees. It builds a content loop where everyone gets visibility.
Show Multiple Angles of a Story
Repost other people’s coverage of the same event or topic you posted about. It creates a 360° view and keeps you from looking like a one-note brand.
Teach Without Starting from Scratch
Find someone sharing solid how-to advice in your space? Repost it and add your spin, your extra steps, or your “what they forgot to mention.”
Seasonal and Awareness Day Content
Got a killer evergreen post from last year’s Pride Month or World Mental Health Day? Repost it with updated stats or stories. Saves time, still shows your values.
Test Before You Invest
See a format, angle, or topic killing it for someone else? Repost it to gauge interest with your audience. If it works, make your own original version.
Instagram Repost Etiquette
- Don’t turn into the human version of a retweet bot. Balance reposts with original content. Always add your voice or thoughts to the repost to showcase how you bring value.
- If it doesn’t fit your tone or values, skip it.
- Fact-check and AI check everything. Your credibility is worth more than a quick share.
- Instagram tags the creator automatically for you, but a shoutout in your caption is more meaningful.
- REMEMBER: Everything you repost will sit on your profile for future clients or bosses to see. If you wouldn’t want them to see it, don’t repost it!
The Bottom Line on Instagram Repost
We’re all super-D-duper excited for this new repost feature on Instagram, but my fear is that we’ll also be inundated with useless content being reposted by every Jane, Janet and Jennifer. The Instagram repost button is a shortcut, not a cheat code. You must use it intentionally and strategically if you want it to boost reach, deepen relationships, and make your content work harder.
Random button smashing is for people who like chaos without the payoff. You want wins. The Social Media Strategy for Anti-Heroes course gives you the plan to make every post count. If you’re ready to stop guessing, start here.
