Instagram has started testing a long-anticipated repost feature, potentially adding another layer to its already complex content ecosystem. The platform confirmed the test to TechCrunch on Monday, following earlier sightings of the feature in development dating back to 2022.
The new functionality would allow users to reshare posts from others directly to their Feed, rather than relying solely on Stories or third-party tools. Some users in the test group also reported the ability to repost their own content, signaling that Instagram could be aiming to expand how users engage with their existing media.
While the repost function may streamline sharing and improve credit attribution—especially for creators frequently reposted without recognition—it also raises concerns about content saturation. Instagram already supports a range of formats including Stories, Reels, Notes, and direct messaging, in addition to its traditional Feed. Critics may see this as yet another layer that complicates the user experience.
On the other hand, for creators and casual users alike, the feature could offer a new avenue for visibility. A native repost tool would eliminate the need for external apps and manual workarounds that are often used to share existing content.
The repost model is already a mainstay across social media platforms. Twitter (now X) popularized it with its “Retweet” function over a decade ago, while TikTok and Threads have implemented their own versions in recent years. Instagram’s move appears to be an effort to remain competitive and consistent with broader platform trends. It remains unclear whether or when Instagram will roll the feature out to all users. For now, the company is gathering feedback as it tests the waters.
