INSTAGRAM'S NEW REPOST FEATURE: WHY IT'S NOT JUST ANOTHER BUTTON (AND HOW TO USE IT)

Aug 25, 2025
5 min read

So Instagram finally gave us what we’ve all been hacking together with screenshots, clunky apps, and way too many “credit: @username” captions — a real repost feature.

Finally, we can now officially repost content to your feed. Not just in Stories. Not just with the half-baked “collab” tool.

If you run a small business, freelance as a social media manager, or you’re basically your own unpaid intern (because hello, that’s entrepreneurship!!!), this is the kind of feature that can actually make your life easier and help you grow.

But let’s get one thing straight: reposting isn’t a strategy. It’s a tool. A very shiny one. How you use it decides whether it’s going to help you connect with your people—or just make your feed look like a clearance rack.

So let’s spill. Sorry, had to.

NOW, WHAT IS THE REPOST FEATURE?

Okay, quick rundown:

You can take someone else’s post (a Reel, a photo, whatever) and hit repost.
It shows up on your feed.
Your followers see it.
The original creator gets credit.

No sketchy apps. No screenshots with blurry pixels. No “oops forgot to tag them” drama.

It’s basically Instagram saying: Fine, we see you. Stop hacking our app, and here’s the button you’ve been begging for.

WHY SHOULD YOU CARE (ESPECIALLY IF YOU'RE A SMALL BUSINESS)?

Listen, content creation is exhausting. Between shipping orders/providing your service, answering DMs, paying invoices, and trying to have a social life, the last thing you want to do is film another Reel of you pointing at text bubbles.

Reposting is your shortcut without being lazy. Here’s why it’s genius:

Social proof: Customers trust customers. If Sarah from down the street is raving about your cookies, that’s worth more than you screaming “I HAVE THE BEST COOKIES EVER” yourself.
Time saver: You don’t need to invent content from scratch every single day. Let your customers do the heavy lifting.
Community vibes: When you repost someone’s content, you’re basically saying, “We see you, we love you, thanks for being here.” People eat that up.
Reach multiplier: Every time you repost, the original creator gets a notification. And nine times out of ten, they’ll share it back with their people. That’s free exposure, baby.

HOW TO ACTUALLY USE REPOSTS WITHOUT LOOKING LIKE YOU HAVE NO IDEAS

1. REPOST USER-GENERATED CONTENT (A.K.A. UGC)

This is the move. Customers tag you in a photo of their outfit, meal, nails, whatever. You repost it. Instant marketing. Instant trust.

Caption idea: "Stop it. @username styled our sweater better than we ever could.”

2. REPOST INDUSTRY-RELEVANT CONTENT

Not every post has to be about you. Shocking, I know.

If you’re a freelance social media manager, repost Instagram updates (like this one) and add your spin. That’s how you show you’re paying attention, not just posting Canva quotes on autopilot.

Caption idea:“Instagram dropped a new feature and guess who’s already testing it on clients? 👋”

3. REPOST YOUR PARTNERS & COLLABS

Hosting an event? Doing a giveaway? Partnered with a local biz? Repost their content and cross-promote. It’s like shouting each other out at a party, except no one’s losing their voice.

4. USE IT TO FILL CONTENT GAPS (BUT DON'T GET LAZY)

We’ve all been there—calendar is dry, ideas are gone, energy is… nonexistent. Reposts can keep your feed alive. Just don’t turn your profile into a secondhand shop. Aim for maybe 80% original, 20% reposts.

5. ADD YOUR VOICE TO IT

Don’t just hit repost and dip. Add your thoughts, a joke, a thank-you, a question. That’s how you keep your brand’s voice alive.

HOW FREELANCERS CAN FLEX WITH REPOSTS

If you’re a freelance social media manager, this feature is basically a cheat code.

You can prove engagement to your clients by showing off UGC reposts.
You can fill their calendar without burning your brain out on constant content creation.
You can look like an expert by curating the best industry news and adding commentary.

And if you’re a small business owner running your own Instagram, reposts keep you consistent without you having to spend every Sunday stress-batching content.

WHAT NOT TO DO (SERIOUSLY, DON'T BE THAT PERSON)

Don’t repost random junk. If it doesn’t fit your brand vibe, let it go.
Don’t repost without context. Add your own words. Otherwise, why would anyone follow you?
Don’t make it your entire feed. You still need original content. Reposts are seasoning, not the whole dish.
Don’t skip permission. Instagram credits automatically, but it’s still nice (and safe) to DM and say, “Hey, mind if we repost this?”

HOW TO GET MORE 'REPOST-WORTHY' CONTENT

You can’t repost if no one’s tagging you. Fix that by:

Asking for it: Literally say “Tag us for a chance to be featured.”
- This may be hard for smaller businesses, try asking your customers with a hand-written note in their order, or, asking them in person to post on their socials!
Incentivizing it: Run a giveaway where entry = tagging you in a post.
Making it obvious: Put your @handle on bags, receipts, business cards.
Leading by example: Start reposting early. Once people see you doing it, they’ll want their moment too.

DOES REPOSTING WORK? (SPOILER: YES)

Measure it. Watch what happens when you start reposting. You’ll likely see:

Higher engagement than your super-polished posts (because people like real people).
Follower growth from the networks of the people you repost.
More comments and DMs because reposts feel personal.

And yeah, sometimes reposts outperform your original content. And that’s fine. Because at the end of the day, Instagram is about connection, not perfection.

REAL-LIFE EXAMPLES

Local Boutique: Reposts a customer mirror selfie. Caption: “Ok @username just became our fall fashion icon.”
Restaurant: Reposts a diner’s Reel of them trying a new menu item. Caption: “This reaction = exactly why we made this dish.”
Freelancer: Reposts Instagram’s own update and adds commentary like, “Here’s what this means for my small biz clients (and why you should care).”

FINAL WORD: USE IT, BUT BE SMART

Reposts aren’t about being lazy. They’re about community. They’re proof that your brand isn’t just screaming into the void—it’s part of a bigger conversation.

For small businesses, it’s a chance to let your customers help tell the story. For freelancers, it’s another way to show you’ve got strategy (not just Canva skills).

At Spill Social, I’m all about slower, smarter social—connection over clutter. Reposts? They’re exactly that. They let your community shine, and they remind everyone you’re a brand made up of real people connecting with real people.

So yeah. Use the repost button. Just don’t let it become your only button. Because your brand deserves to be seen and heard—and reposts are just one way to turn up the volume without losing your voice.

Questions? Email me at mckenna@spill-social.com or DM me on Instagram, LinkedIn, or Facebook.