Instagram just introduced three new ways to show up on the feed, the map, and beyond. We’re already seeing huge impact on content. Let’s take a look at what they are and how they might shape your next campaign.
Reposts Are Here
Until now, resharing content on Instagram meant sharing to Stories or relying on clunky third-party apps. That’s no longer the case. Instagram is rolling out a dedicated Reposts tab on user profiles, alongside Posts and Reels, making reposted content part of your permanent presence.
Why this matters for brands:
- Shares now have staying power. If creators or fans repost your content, it lives on their profile, not just a disappearing Story. That’s increased brand exposure and engagement longevity.
- A new way to curate community content. Brands can now repost UGC, influencer posts, or partner content, and house them in a visible spot, giving your brand a built-in fan gallery.
- It signals what you stand for. Who and what you choose to repost can shape brand identity and train brand fandom. Use it to highlight cultural moments, creator partnerships, or customer wins.
What’s next? Treat reposts like curation, not filler content. Use them to spotlight your community, elevate creator content, or reinforce brand values through culture. A thoughtful repost strategy can build credibility, create consistency, and strengthen your voice without producing net-new content.
Instagram Map Gets An Upgrade
Instagram’s new Map feature lets users explore spots their friends have visited and see geotagged posts from creators and local communities. From coffee shops to concerts, Map connects content to real-world places, making it easier for users to discover (and brands to be discovered) nearby. At launch, “how to turn off location on Instagram” is trending #8 on Google Trends, which could be an early indicator of user adoption of this feature.
Why this matters for brands:
- Local becomes more discoverable. For brick-and-mortar brands, this is a major unlock. With the right tags and check-ins, your posts could surface for users nearby.
- More context for brand experiences. Hosting an event? Launching a pop-up? Running an IRL activation? This is a new surface where your content might catch the right eyes at the right moment.
What’s next? Geotags are now even more valuable. Consider how your brand content can show up in specific places, whether that’s your storefront, a cultural event, or a trending city.
Friends Feed Boosts Discoverability
Instagram’s new Friends Feed introduces a more personalized Reels feed, showing users posts that their friends have liked, commented on, or reposted. It’s very similar to the TikTok Friends Feed, but a version that focuses more on content that people engage with, rather than content people create.
Why this matters for brands:
- Social proof just got more literal. When users like, comment, or repost your content, that interaction can now surface it in the Friends Feed, giving branded content a chance to reach that users’ friends.
- It’s not just what you post, it’s how people engage with it. Likes and reposts aren’t just vanity metrics anymore. They’re distribution signals. If your content resonates, it travels.
- How do I get into the Friends Feed? For brand content to appear in someone’s Friends Feed, it has to compel action. The more your content earns genuine engagement, the more it will spread in the Friends Feed, organically.
What’s next? The value of a single engagement is now much higher; every engagement is essentially a share. Focus on creating content that invites interaction. Think share-worthy stats, clever commentary, or creative formats people want their friends to see.
Final Takeaway
Instagram’s latest updates signal a shift toward visibility through interaction. What people engage with, share, and geotag now directly impacts discoverability. For brands, that means investing in content that invites action, shows up in location-based moments, and reflects real community connection will be key to organic growth on the platform.
