Alright, alright, Insta finally did it ya’ll. As of August 2025, they launched their own native repost feature, after years of users cobbling together screenshots and downloading third-party apps just to share something. HUGE news for brands who’ve been hollering for a more pro way to showcase UGC and partner collabs.
If you haven’t tried it out for yourself yet, keep reading for a full breakdown on all you need to know to use it.
Why Repost Content Though?
For brands, there are several reasons this feature is a game-changer.
- It properly credits the original creator automatically
- It skips the awkward screenshots so you can showcase authentic user content easily
- It boosts community engagement since your followers see you highlighting their content
- It ramps up social proof when your customers see other folks using your products
- And finally, it saves you a heck of a lot of time to curate vs constantly creating original content
How to Repost to Your Instagram Feed
Before we get into it, you should first go on a hunt for content you actually want to share. Save those posts by tapping your little bookmark icon and organizing them into folders if you’d like. What should you save?
- Partner brands or influencer content
- UGC (User-generated content) featuring your products or brand
- Any posts your brand has been tagged in
Reposting Process in 7 Steps
- Find the post you’d like to share and make sure it’s from a public account.
- Tap the little share icon just below the post. Looks like a paper airplane!
- Look in the share menu for the “repost” option. It should be next to “Add to Story” and “Send To.”
- Tap “Repost to Feed” to be taken to the next screen.
- Input your caption. Brand voice matters here! Don’t just repost with zero context. Connect it to your brand story and explain why you’re sharing.
- Tag any relevant accounts beyond the automatically tagged OP (original poster) if needed.
- Tap “Share” and that’s it! Your repost should show on your profile.
It should show a small “Reposted” label in the top corner along with the OP’s user name, so the attribution is automatic. Ciao, clunky attributing and tagging in the caption!
What About Reposting to Stories?
The reposting to stories feature has been around a while, but in the interests of completeness:
- Find the post you’d like to share
- Tap the paper plane just below it
- Tap “Add Post to Your Story”
- Customize with any text, GIFs, stickers, or other elements you’d like
- Tap “Send To” then “Share” to publish to your story
Don’t forget to add a bit of context to these shares as well. It adds personality and fosters a stronger connection.
Build a Repost Strategy That isn’t Lazy
One huge mistake that many brands make is reposting willy-nilly, with zero strategy. It feels lazy and inauthentic, so strive to be intentional and plan your content. How?
Mix It Up
Create a ratio of reposts vs original content. Shoot for 80 percent original content, mixed with 20% reposts and tweak as needed based on engagement.
Theme It Up
Though hashtags have dimmed over the years, try creating themed days for your repost schedule. For instance, #CollabTuesday, #WeekdayInspo, #ClientSpotlight, etc. This helps create structure around your reposts and sets audience expectations.
Always Add Value
- Never repost with no context. Always include your brand’s perspective.
- Explain why you’re sharing
- Connect it back to your brand values
- Offer a question to increase engagement
Practice Good Manners
Even though it’s easier not to, it’s good form to shoot a quick DM and request permission to repost another brand’s content, even when featuring your own products. Not only does it build goodwill, but it also protects you from a legal standpoint.
Avoid These 4 Reposting Mistakes
- Overuse of the repost button. Just because you CAN doesn’t mean you SHOULD. Your audience wants YOUR content too, not a bunch of reposts only.
- Overly polished reposts. Pretty photos from the pros are great, but authentic user content often performs better. Share real customers in their real lives using your products.
- Failure to track metrics. Always track engagement on reposts vs original content. You might just unearth some valuable intel.
- Failure to promote UGC. If you want your followers to create content around your products, you’ve got to encourage them. Run contests, create branded hashtags, and do a “Customer of the Month” feature.
Track Your Success
As with any other strategy related to social media, it should be as data-driven as possible. Some metrics to track are:
- Engagement rates on original content vs reposts
- Profile visits from reposts (Use Instagram Insights)
- Follower growth
- Website clicks from reposted content
- Increases in UGC (ie: are more people sharing your brand for you?)
This feature is new, so it might be more prudent for now to track these things monthly rather than weekly to uncover anything meaningful.
Repost Best Practices
- Like any other content you post, timing matters. Share reposts during peak engagement times.
- Ensure reposts still align with your brand values and visual identity
- Establish and maintain clear guidelines for your team on what’s acceptable to repost and what’s not to maintain consistency
- Engage with comments on reposts to foster stronger relationships with the content creator
Putting Reposts to Work for Your Brand
Remember that reposting on Instagram is a strategy that can be helpful but should be used strategically and intentionally. Otherwise, your brand just looks lazy. And the repost feature is a handy and welcome addition, but it does make curating content easier to be lazy. So… don’t be that brand.
Used well, reposting Instagram content can save you time, strengthen your community, and build authentic audience and creator connections. As with anything, balance is key, so always remember the 80/20 rule and strive to add value, not just fill your content calendar. Thoughtful use of the repost feature can pay off big dividends, but don’t forget to track everything and tweak as you go. It’s still new, so we’re all learning together!
