Instagram has started testing a new feature that is bound to split its users into two camps. While some might love a rumoured ‘Repost’ option, others might hate it and see it as another way that the app is leaving its roots far, far behind.

Instagram Repost – coming to you soon?

Whatever your opinion on its scorched earth policy, it’s undoubtedly true that Instagram’s constant tinkering is leading to anger from its core user base. It’s already had to row back on its full-screen feed test and has been forced to limit the number of recommended posts a user sees.

So, it’ll be interesting to see what the public’s reaction is to the new Instgaram repost option.

As per social media expert Matt Navarra, Instagram is looking at ways to let people share posts that they like. The news was then confirmed to TechCrunch by a Meta spokesperson.

Meta Spokesperson, via TechCrunch

“We’re exploring the ability to reshare posts in Feed — similar to how you can reshare in Stories — so people can share what resonates with them, and so original creators are credited for their work. We plan to test this soon with a small number of people.”

Testing in progress

It looks like re-shared posts will sit in a dedicated tab, which will appear on your profile alongside tagged photos, Reels and posts. There isn’t a lot of information out there about the re-shared posts, but it does look like you’ll be able to add your own caption when you do re-share something – exactly like how a retweet works on Twitter.

Another thing to note as this feature is still in testing, so nobody knows if Insta is going to let the rest of us in on the re-share party.

Why is Instagram introducing this trial?

As with most of Instagram’s decisions right now, this move could be interpreted as another move to fend off TikTok. If it can highlight the most engaging posts from across the app, it can keep users on-site and scrolling.

It really appears as if Insta is spending every last cent battling the might of TikTok but only time will tell if they alienate their core audience in the process.

If you’d like to take a less cynical view on the whole matter, you could say that Insta is introducing the re-share as a way to help creators with exposure, discovery and engagement.

What’s the deal for brands?

It’s hard to say what impact this will have on brands. For a start, it could increase exposure as posts will now have a second (and third or fourth) life. It could lead to more influencer tie-ins, in which a chosen celeb re-shares content to their audience.

It could also lead to feeds so cluttered that marketers struggle to cut through the mess and have their voices heard.

An end to annoying workarounds

However, the new feature will solve a problem that has been niggling away at people for yonks. Re-sharing to a feed is currently annoying to do and involved third-party apps. Having a way to do the same thing natively would be very useful.

Reposting to Stories is a lot easier. You can reshare someone’s post from feed to story if their account is public and they’ve allowed resharing of their posts, which it’s a great way to boost exposure. It’s easy to do, as well:

1. Tap the share button below the photo or video in feed.
2. Tap Add post/video/reel to your story.
3. Tap the arrow in the bottom right.
4. Tap share.

If you don’t want people to reshare your posts via Stories, that’s okay too. Simply tap on the profile button, tap on the three horizontal lines in the top right then tap settings, tap privacy, then story and turn off and allow sharing to story.

What’s up with Twitter and TikTok

As mentioned before, reposting looks very similar to a retweet on Twitter. TikTok is also testing a repost button that will let users share their videos with followers by promoting them to their friends on TikTok.

However, unlike Twitter and Insta, it won’t be shown on your own profile – it’ll just exist in your friends’ For You feed.