Instagram Begins Testing Native Repost Feature to Compete with TikTok

Instagram is rolling out a long-requested repost feature for its core feed, aiming to enhance content sharing and stay competitive with fast-evolving platforms like TikTok. The social media giant confirmed to TechCrunch that this new capability is being tested with a select group of users, marking a significant move toward easier resharing of both personal and third-party content.

Key Features of Instagram’s Repost Functionality

The native repost feature, first spotted in 2022, now lets users reshare posts directly to their main feed without relying on third-party tools or workarounds. Until now, resharing options were limited—users could only share posts to their stories or use external apps to repost content on their feeds. With the official rollout, Instagram users can now amplify their favorite posts directly, increasing exposure to wider audiences in a streamlined, user-friendly way.

How It Compares to Other Platforms

Instagram’s decision to introduce the repost feature mirrors functionalities present on rival social media networks such as TikTok and Twitter (X), which already allow users to reshare content natively. By integrating reposting within its main feed, Instagram is adapting its platform to modern digital consumption habits and leveling the playing field against strong competitors.

Advantages and Potential Challenges

For content creators and influencers, the ability to have their creations reposted means greater reach, improved engagement, and the potential to go viral. This feature may also help protect original content creators by providing official credit in an ecosystem where reposted memes and visuals often circulate without attribution. However, some users voice concerns that Instagram, already dense with posts, Stories, Reels, Notes, DMs, and ads, could become even more complex. The added layer of reposts might affect the overall user experience, signaling a need for intentional design and moderation.

Market Relevance and Use Cases

As the content-sharing landscape becomes increasingly competitive, Instagram’s experimental repost tool positions the app to retain user interest and creator talent. Beyond meme pages and viral trends, businesses, brands, and everyday users can leverage reposts for broader reach, content curation, and audience engagement—all within Instagram’s familiar interface.

The feature is still in the testing phase, but its arrival could reshape user behavior and content strategies on one of the world’s most influential social networks.