Reposts With Purpose: Using Instagram’s New Feature

Instagram’s Repost feature has been a topic of conversation at Catnip. 

The feature lets users reshare public posts and Reels directly into their followers’ feeds. The update also comes with a new “Reposts” tab on profiles, making it easy to see what content an account has amplified… and this has raised a few questions.

What is it designed for?

The Repost tool was made to help accounts amplify other creators’ content in a simple, transparent way. Instead of downloading, screen-recording, or reposting with third-party apps, we can now share content in a native way that credits the original source.

This is particularly useful for:

• Partners and collaborators who want to cross-share and amplify one another’s posts.
• Campaign amplification, where you want to highlight work from multiple stakeholders.
• Community building, giving your audience a sense of shared interest and conversation, rather than a one-way broadcast.
  
  

What about reposting your own content?

So where does self-reposting fit in? We think it can be a good thing - but only with intention, timing, and strategy.

The benefit of reposting your own content includes:

• Giving content a longer life: Feeds move fast, so a repost helps great content be seen again later.
• Making it timely: When there’s an anniversary, a trend, or a cultural moment, reposting lets you join in with it, with content that’s already been published.
• Making it reach more people: Like a retweet, when done strategically, it brings important messages back into people’s feeds for a second chance to be seen. The key is to make sure it aligns with your intention and is done at the right time.
  
  

And what about the risks?

• It can look quite spammy: Reposting your own content right after you’ve published it looks like you’re gaming the system for likes – basically posting it twice at a time.
• It can clutter your Reposts tab: If the repost section becomes a mirror of your main feed, you’re essentially duplicating content, and that doesn’t feel strategic. Decide what your Reposting strategy is and stay in line with that.
• It can come across as inauthentic: Followers may feel that you’re prioritising engagement numbers over their experience - even if they’re a fan of your content, they’re not likely to want to see the same thing multiple times.
  
  

Who is using Reposts well?

One of the best examples we’ve seen of this feature in action comes from Marea Verde Panamá (take a look on your phone as IG desktop hasn't got Reposts yet!). Whenever their team or organisation is highlighted in someone else’s post - this could be from a news outlet or campaign partner - they use the repost tool to share it with their followers.

It’s a simple move, but a smart one. It widens their reach, keeps their organisation’s success top-of-mind, and fills their feed with fresh content without them having to create every post themselves. It really gives the impression that Marea Verde are buzzing with activity, all without overwhelming followers with too much content.

What's the best practice use?

If you’re going to experiment with self-reposting on Instagram, here are our top tips:

• Use it sparingly: Save reposts for when the timing makes sense, not as a default habit.
• Share in context: Pair reposts with Stories that expand on why you’re resharing.
• Think of your audience-first: Ask yourself whether the repost delivers value to your followers or just to your metrics.
  
  

Final thoughts: Use it, don’t abuse it

Reposting your own Instagram content isn’t inherently bad, but it shouldn’t become your go-to move. Done occasionally and with purpose, it can extend the reach of strong content. Overused, though, it risks looking a little unstrategic and can undermine your presence.

The feature is most powerful when used for what it was designed for: social sharing and amplification between accounts. The goal isn’t just to be seen more, but to be seen meaningfully.

Want more advice like this? At Catnip Comms, we help brands navigate evolving social features with creativity and strategy. Get in touch with us to make sure your content works harder - and smarter - for you!