If you have recently updated your Instagram app, you will notice some familiar but new features to the platform – Repost and Friend tab. But, how do they affect your brand and how can you maximize them to achieve your goals?
On Wednesday, August 6, 2025, Meta-owned app Instagram introduced new upgrades to the platform to help users better connect with their friends. Brands can utilize these updates to gain visibility, connect better with customers and understand online trends.
As social media users, we are not new to the “Repost” button as you probably have interacted with them on X (Twitter) and TikTok. As the name implies, this feature allows you to repost somebody’s content to your audience. However, have you wondered what happens when you tap on the Repost button on Instagram? How can you find your reposted posts? The platform also rolled out the Friends Tab in Reels, and Instagram Map.
As a seasoned media firm for top brands, we are always at the forefront of trends that can help businesses to expand their reach and scale up. We’ll explain these features, how you can use them to gain more visibility and connect with your audience.
Sharing Content Is Now Made Easier
Before now, sharing a content you found while scrolling requires you to either use the Share button to manually send to selected followers via DM or copy and paste the link anywhere. But the Repost feature has further streamlined the process.
With just one tap on the repost icon, you can reshare public posts and reels. You can even add a short note (to comment or share your thoughts) to your repost by typing on the little thought bubble appearing on the screen and press save. In case you mistakenly repost something or change your mind, tapping on the repost button again will make you undo it.
All your reposts will show up in the new tab between “Reels” and “Tagged Photos” on your profile.
They will also appear in your friends/followers’ feeds. This makes it easier for you to revisit your favourite content and show off your interests.
As a brand, this is also a great way to extend the reach of your content and gain exposure. So, if somebody reposts your content, it will be seen by people who are yet to follow you. In addition, your business (as an original creator) will be automatically credited. Therefore, in making the most of this new feature, you can always prompt your audience to repost your new or previous content. Note that you cannot repost content from a private account and vice versa.
A Downside to the Repost Update
The disadvantage with this is that your feed will now be clogged with people’s reposts. Whatever you repost will be recommended to your followers and friends on their feed. This also means that when others repost content, especially from people you don’t follow, it will show on your feed as well. According to Instagram, this will give creators more opportunity to reach more people whenever they create share-worthy content.
Although you can turn off the Repost feature and stop people from reposting your content, repost from others will still appear on your feed.
Steps to Turn off Reposts for Your Content:
- Tap on your profile picture in the bottom right
- Click “Menu” in the top right.
- Tap “Sharing”
- Slide the toggle next to “Allow reposts”
Friends Tab in Reels: What Are People Engaging With?
Another feature that captures attention is the “Friends” tab which is an update in the Reels section. The tab allows you to see several public content that your friends or followers have interacted with – Likes, Comments, and Reposts, or recommendations from blends you started.
This gives you an insight into what’s trending overall on Instagram and things that resonate with your audience. Then, you can leverage the information to optimize your content strategy.
The Friends tab in Reels also provides a tailored experience with privacy options, allowing you to hide your likes and comments or mute activity notifications from specific people you follow.
You can access your Friends tab by tapping “Friends” at the top of Reels. To go back to your normal Reels feed, tap the “Reels” tab beside “Friends.”
Are the Instagram Repost and Friend Tab Updates Worth It?
Yes, especially for brands and local businesses trying to grow and establish a solid social media presence. With Reposts feature your followers/audience can now amplify your posts or Reels to reach new people without a need to spend so much on ads.
Moreover, you can leverage the Friends tab to understand what is working on the platform by spotting trends, tracking engagements, and tweaking your content or Instagram strategy.
We understand that staying up-to-date with social media platform updates like this can feel overwhelming as a marketer or business owner. This is where we come in to create share/repost-worthy content, manage your social media, and produce result-driving campaigns to help your brand maximize its online presence. Reach out to us today!
