Discover Instagram’s Repost Feature.

And why it’s a game-changer for small businesses.

So, usually I’m sat here wondering how to sugarcoat the latest socials update or algorithm nonsense, but this time we’re here to chat about a new feature that we are LOVING at Eastop-Scopes Virtual Assistants (ESVA).

Instagram has introduced a Repost feature for content you want to share to your own profile. We think it's tailor-made for small businesses like ours, so here’s our take on this latest update and how you can use it to benefit your Instagram account.

What’s the Repost feature and how does it work?

This month saw Meta (Instagram’s parent company) official launch a new Repost tool on Instagram. You can now reshare public Reels and in-feed posts (photos, carousels, reels, etc) straight to your profile in a snazzy “Reposts” tab that appears on your profile. This is a win win, as you get to share content whilst keeping your main grid clean and curated. Best of all, the original creator gets full credit, with your repost acting like a personal recommendation to your audience.

When reposting content, you also have the ability to include a visible message in a speech-bubble, which makes this feature especially appealing when you're reposting your own content, as you can give short and snappy CTAs (calls to action guiding your audience with what you would like them to do, e.g. “link in bio”) to emphasise a key update.

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Why small business owners need to jump on this

1. Extended reach (without extra effort)

When your content is reposted, whether by your team, followers or even yourself, it gets shown to new audiences beyond your own followers. This is organic reach in action! By reposting Instagram posts you give valuable content a second life, without having to create everything from scratch.

When we team that with the knowledge that Instagram posts from a Business or Creator account can now start showing in Google searches, there has never been a better time to develop a strong organic reach strategy to cost-effectively support your socials.

2. Keeping your grid exactly as you like it

Main concern over the repost feature, when being tested, was that many created a polished and purposeful aesthetic for their Instagram profile and grid. Be it patterns, branding or easily recognisable styles and filters, how you style and create your grid matters – it all plays into your digital branding. So the idea of sharing others posts to your feed caused some initial concerns, and often why collaborative posts can be dismissed. So, when the news broke that the feature would come with it’s very own Reposts tab, we we’re all celebrating!

Your main feed remains intentionally curated whilst reposts stay in their own tab. It’s the best of both worlds: polished branding with strategic amplification.

3. Sharing credit and building trust

Two common questions we’ve been asked by our clients is who gets the credit and engagement for shared content and can reposts be faked.

The original creator retains all engagement (likes, comments, saves, etc) on their post. This means if your content is reposted, your profile will benefit.  

It’s also a great tool to show the authenticity of your followers and engagement. Sadly, we’ll always be trapped in a world that can tempt Instagram users to get caught up with follower numbers rather than the importance of building community. Unlike bots that can fake likes or comments, reposts maintain clear attribution- you can’t fake a repost (yet!). Your icon appears with the original creator’s content, reducing misuse and keeping things transparent. While it's still possible to have bot-generated likes or comments, reposts themselves are harder to fake and are always linked back to their source.

4. Boosts

We know the benefits for creating shareable content and having your content reposted, but what’s in it for the sharer? Short term, we know that Instagram often prioritises new features in its algorithm, so those jumping on this new update from the get go are likely to get a boost. That means by starting to repost now, particularly content that’s share-worthy, you’re setting your business page up for discovery.

Long term, think value and community. By sharing valuable content to your profile, your audience can further benefit, keeping your profile follow-worthy and topical. It’s also a great way to develop your community and showcase how you are supporting others. And let’s not forget, if you support others you are likely to be supported back. Just like when leaving reviews or recommending others, supporting others is the greatest way to drum up support. There is never a reason not to be a small business champion!

5. Encourages shareable, valuable content

Your content strategy now needs to answer: “Would someone be proud to repost this?”

Repostable content connects emotionally. Whether through relatability, value or bold storytelling, and let’s not forget humour! These types of content have a longer lifespan thanks to this feature. Repostability is a key metric, and even more so with this new feature, so if what you post is share-worthy, others (and your future self) can easily amplify it later.

Quick Strategy Tip

Creating content: Think about the value your content brings to your followers. Whether it’s insight, tips or just something you couldn’t wait to share that your followers would find useful to know. It’s a great place to start for any content creation strategy.

Reposting tip: Start by picking one of your high-engagement posts and repost it with a clear message like “link in bio” or “Tap to learn more!” This keeps your main feed focused while reviving valuable content.

Need help?

Here at Eastop-Scopes Virtual Assistants, we specialise in helping small businesses just like yours unlock value through smart, impactful content. We take great pride in  empowering small business owners like you to shine online, without draining your time.

From mid-September, we have a few consultation slots open to work directly with small business owners on social strategy, brainstorming fresh content ideas, or even exploring features like Reposts, Reels or Stories. Book your session and let’s harness your social media to its full potential.