Instagram to test 'Repost' feature that enables resharing content on Main Feed

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 09, 2022, 3:36 PM GMT+0

The move might be controversial among some Instagram users who are already upset with the app's algorithm-centric content recommendation approach.

Instagram has confirmed that it is testing a new "Repost" option that will enable users to reshare posts in their feed. Similar to resharing content in Stories, users can view a display of all the posts other users have reposted with the new feature.

Instagram has been experimenting with a TikTok-like approach to content discovery, using an algorithm to bring users relevant and engaging content. But this move has not been popular with some Instagram users who prefer the platform's old approach - one based on an individual's personal preferences. 

Instagram has previously said the old approach had led to users missing out on 70% of posts in their feeds. The latest feature is part of the platform's effort to increase user engagement.

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