Instagram's new reposting feature draws copycat criticism: First Stories (Snapchat), then Reels (TikTok), now reposts (Twitter)

Meta on Wednesday announced a set of new features on Instagram, including the ability to repost content, a location-sharing map, and updates to the ‘Friends’ list. The rollout aims to help users share posts more easily, connect with friends based on location, and discover new content. However, many users have criticised the changes, accusing Instagram of copying features from other platforms like TikTok, X (formerly Twitter), and Snapchat.

Instagram reposting tab now live on profiles

The repost feature allows users to share public reels and feed posts from other accounts directly with their own followers. Shared content appears in a separate “Reposts” tab on the user’s profile and can also be recommended to followers in their feeds.

Reposting may also help creators reach wider audiences, even if those users do not follow them directly.

How to use Instagram reposts

To repost content:

• Tap the repost icon on any public reel or post.
• Add an optional note using the thought bubble that appears.
• Press save to complete the repost.
• Instagram Map lets friends share content by location

The newly introduced Instagram Map shows users what their friends or favourite creators are posting based on location. This feature aims to help users discover content from interesting or trending places, offering a new way to interact with posts.

Criticism over the platform’s direction

The new features, especially reposting, have triggered backlash on social media. Users are accusing Instagram of repeatedly copying from competing platforms.

“First it was Stories (Snapchat), then Reels (TikTok), now reposts (Twitter). Instagram’s whole personality is borrowed,” one person noted on X, platform formerly known as Twitter.

Another user posted, “instagram wanna be tiktok so bad you can repost reels now ��”.

Meta has not responded directly to the criticism. However, the company appears to be positioning Instagram as a multi-functional platform that supports content sharing in several formats, including short videos, photos, and now, location-based activity feeds.