Instagram recently rolled out a set of new features designed to increase user engagement and compete more directly with TikTok, Snap, and X. The updates, including reposting, local sharing via the Instagram Map, and a dedicated Friends tab, reflect Instagram’s strategic push to enhance social connections and provide more tools for content creators and brands alike.
These changes are particularly relevant for eCommerce marketers and digital teams, offering fresh opportunities to leverage influencer campaigns and reach audiences in meaningful ways.
Reposting similar to X’s retweet & TikTok’s repost
Instagram’s reposting feature functions much like X’s retweet and TikTok’s repost options. Users can now repost public posts or Reels directly to their main profile feed, expanding content reach for creators. Resharing was previously limited to stories or required downloading and manually reposting, which didn’t credit the original creator. According to Instagram’s announcement, “Reposting makes it easier for people to share content they love while giving proper credit to the creator.”
For brands and marketers, this functionality has significant implications. Reposts can amplify influencer-generated content, increase organic reach, and provide additional touchpoints for potential customers. Brand fans, influencers and partners can also help campaigns gain organic reach more seamlessly by seamlessly reposting branded content to their feeds. Using an influencer marketing platform or influencer campaign management tool, brands can strategically track these reposts and measure their impact, ensuring every shared post contributes to overall campaign ROI.
Local sharing
Another notable addition is local sharing through Instagram’s Map feature. This allows users to discover posts tagged with specific locations, fostering community-based content discovery. Instagram stated, “Local sharing connects people to what’s happening nearby, helping them discover posts from creators in their area.”
For eCommerce marketers, local sharing opens new avenues for micro-influencer campaigns. Brands can identify geographically relevant creators, track influencer engagement within specific regions, and optimize campaigns for local impact. Tools such as influencer marketing software for ecommerce and influencer discovery tools can help marketers locate and manage these creators efficiently, turning location-based insights into measurable results.
Friends tab
The new Friends tab is designed to surface content from a user’s close connections, offering a curated view of posts and stories. Instagram explains, “The Friends tab makes it easier to stay up to date with the people who matter most, fostering meaningful interactions.”
For marketing leaders, this emphasizes the importance of influencer selection and relationship management. Brands leveraging a creator management platform or influencer CRM can ensure that sponsored content aligns with authentic social connections, maximizing both engagement and credibility. Tracking influencer ROI and analyzing performance via an influencer marketing reporting tool becomes even more critical in this context.
Overall impression
Collectively, these updates signal Instagram’s commitment to enhancing user experience and maintaining competitive relevance. By incorporating features familiar from TikTok, Snap, and X, Instagram is encouraging more interactive, social, and discoverable content.
For brands and marketers, the takeaway is clear: adapting to these platform changes is essential for effective digital campaigns. An authoritative company in the social media space, Creatable provides the influencer marketing automation, analytics, and campaign management tools needed to navigate this evolving landscape. Whether you’re finding influencers for your brand, tracking engagement, or optimizing micro-influencer collaborations, Creatable empowers teams to leverage Instagram’s new features strategically and efficiently.
As Instagram continues to innovate, the combination of platform-specific strategies and robust influencer marketing software ensures that eCommerce brands remain competitive, connected, and ready to convert social engagement into tangible business results.
