Instagram launches reposts, friend map, and friends tab — what it means for creators

Instagram has taken another bold step in expanding user experience with the official launch of three major features: Reposts, Friend Map, and a new “Friends” tab in the Reels feed. These additions—previously in testing—are now available to users globally, and they represent a notable shift in how Instagram encourages sharing and social connection on its platform.

Reposts: A Major Shift in Instagram Culture

After years of holding out, Instagram has finally introduced a repost feature—an option users have long been familiar with on platforms like X (formerly Twitter), TikTok, and Facebook. While the concept of reposting isn’t new, Instagram’s hesitation stemmed from concerns that it might reduce original content creation. However, the platform now seems ready to embrace the evolving ways people interact and share content.

With this update, users can now re-share public Reels and feed posts. These reposts will appear in the feeds of your friends and followers, complete with a dedicated “Reposts” tab on your profile. Each repost includes the user’s profile photo with a distinct purple repost icon layered over it—making shared content visibly attributed.

What’s more, any comments made during the reposting process will show as an overlay on the thumbnail image, adding context or personal reactions.

Friend Map and “Friends” Tab in Reels

Alongside reposts, Instagram is rolling out its Friend Map, a feature designed to help users see where their friends have checked in or tagged locations. This addition aims to encourage more real-world connections and local exploration, similar to the vibes of Snapchat’s Snap Map.

Meanwhile, the “Friends” tab in Reels focuses on creating a more curated experience by showcasing Reels that your friends have engaged with. Instagram has been nudging users toward this direction for a while—recently introducing prompts to view content liked by friends—indicating its intent to build a more socially-driven discovery system.

What This Means for Creators

For content creators, the introduction of reposts opens a new avenue for discovery. If someone reposts your Reel or feed post, their followers—even if they don’t follow you—might see it in their feed. This could drastically boost organic reach and visibility, especially for creators who often rely on algorithm-driven exposure.

Instagram clarifies that original creators will always be credited when their content is reshared, preserving attribution while enhancing distribution potential.

A Platform in Transformation

These new tools mark a significant evolution in Instagram’s identity—from a strictly photo-sharing app to a more dynamic, socially interactive platform. With reposts and socially curated feeds, users are now empowered to share not just their own stories, but also those that resonate with them, shaping what others see in more personal, communal ways.

It also signals Instagram’s deeper investment in combating content fatigue by letting users amplify posts they find meaningful, funny, or insightful—without having to recreate them.