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Executive Summary:
Instagram is rolling out a new Repost feature that allows users to reshare others’ posts and Reels directly into their followers’ main feeds—similar to retweeting on X (formerly Twitter). Unlike previous options that limited re-sharing to Stories, this update enables users to add commentary and have the repost appear as a regular post in their followers’ feeds.
First tested in 2022, the feature now appears to be moving forward as part of Instagram’s broader strategy to boost engagement through AI recommendations, friend interactions, and now user-driven content amplification. With over half of users’ feeds already composed of algorithm-suggested content, reposts are another layer of curated discovery.
Critics question the continued use of the feed algorithm, arguing that if the app now prioritizes suggested and reshared posts, it undermines the original purpose of showing users the most relevant content from profiles they follow. Despite this, Instagram seems to be leaning into algorithmic content delivery, likely due to its strong performance in driving engagement.
While Instagram hasn’t provided details on how heavily reposts will be promoted or when the feature will roll out broadly, it has confirmed that followers may see reposted content in their feeds—making this a potentially valuable tool for users looking to expand their reach.
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