How to Use Instagram’s New Repost Feature to Get More Reach
Instagram has a new Repost button.
If you’ve seen it under posts in your feed, you might be wondering: Is this just another button I’ll never use, or could it actually help me grow my account?
It’s not a gimmick. If you use it well, this feature can give you free distribution to audiences you would otherwise pay to reach.
Let’s walk through what the Repost button does, how it works, and how to make the most of it.
What the Repost Button Actually Does
Instagram started testing reposts in 2023 with a small group of users. It is now rolling out to most accounts.
Here’s what happens when someone taps the Repost button on your content:
- Your post appears in their followers’ feeds. It is not a Story that disappears in 24 hours. It sits in the main feed.
- All engagement stays on your original post. Likes, comments, and saves go to you, not the person sharing it.
- They can add their own caption. This frames your content in their voice and can make it feel more relevant to their audience.
Think of it as free ad placement in someone else’s feed, with their endorsement attached.
Why This Matters for Creators
Until now, if you wanted another account to share your work in the feed, they had to use a third-party app or create their own post about it. That took extra effort, so it did not happen often.
Now it is one tap.
This matters because:
- Reach comes from trust, not just algorithms. People pay more attention when a post comes from someone they already follow.
- It is word of mouth at scale. One repost can put your work in front of hundreds or thousands of new people.
- It rewards content built to be shared. If your posts invite reposts, distribution grows naturally.
What Gets Reposted Most (With Examples)
If you want reposts, create posts people are proud to place in their own feeds. These formats work well:
1. Practical Posts
These share useful information people want to pass along.
- From business accounts: A carousel with “5 free AI tools for small teams,” each with one clear line of context.
- From creators: A short clip with “3 ways to shoot vertical video without a tripod.”
People share these because doing so makes them look helpful and informed.
2. Relatable Content
These posts trigger “That’s me” or “My audience needs this.”
- Example: A single image captioned, “You finally post after three months and the algorithm acts like you’re new here.”
- Example: A reel that contrasts a workday before coffee and after coffee.
People repost relatable content to show they understand common pains or moments.
3. Strong Visuals
These look good in any feed and communicate fast.
- Example: A clean infographic that shows “The 4 stages of content creation” in a colour-coded flow.
- Example: A bold quote card with a short, punchy line and no oversized logo.
If it looks polished and tells a story at a glance, it is more likely to get reposted.
4. Community Features
These highlight other people, which gives them a reason to share.
- Example: A carousel with five small businesses you have worked with and why.
- Example: A client photo with a short note on how you collaborated.
When people see themselves or their work in your post, they often share it with their own audience.
How to Make Your Posts More Repost-Friendly
- Keep branding subtle. A small watermark or a consistent style is enough. Heavy branding can block sharing.
- Lead with value, not a pitch. Sales posts seldom get reposted. The content should stand on its own.
- Study what your audience shares. Spend a week tracking reposts in your niche and note the patterns.
- Design for clarity. If a post needs extra context to make sense, it will travel less.
If You’re Reposting Others
The feature credits the original creator by default, but you still curate your own feed. Share posts that match your values and tone. Do not crop or remove the creator’s details.
The Takeaway
The Repost button can give your content a second life in someone else’s feed. The accounts that gain the most create posts people want to claim as their own.
Make your posts useful, relatable, good-looking, or community-driven. Give people something they want to place in front of their audience. Then the reposts and the reach will follow.
