Instagram launches Repost, Maps and Friends tab: But users say it is still a copycat app

Instagram has introduced a set of new features aimed at revitalizing social interaction on the platform. Among these updates are a long-awaited Repost button, a location-sharing map, and a Friends tab for Reels. Launched globally on August 6, 2025, these enhancements are designed to help users discover fresh content, connect with friends, and boost visibility for creators and brands. Despite these intentions, the updates have sparked a wave of criticism. Many users took to social media to express their dissatisfaction, accusing Instagram of imitating elements from other platforms such as X (formerly Twitter), TikTok, and Snapchat. One user remarked on X, "First it was Stories (Snapchat), then Reels (TikTok), now reposts (Twitter). Instagram’s whole personality is borrowed." The newly introduced Repost feature allows users to share public posts and Reels directly to their followers without the need for screenshots or third-party applications. Reposted content appears in a new Reposts tab on a user’s profile and behaves like a standard post, complete with personalized captions and proper attribution to the original creator. This feature also allows reposted items to appear in followers' feeds and could be boosted by Instagram’s recommendation algorithms, potentially expanding the reach beyond the original audience. Instagram claims this update is part of a broader strategy to enhance social sharing among users. Internal documents from Meta's 2025 antitrust trial revealed that only 7% of interactions on Instagram involve content from friends, contrasting sharply with TikTok and X, where resharing accounts for a significant portion of engagement. For brands, the repost function presents a new and cost-effective way to distribute content while maintaining original branding, links, and messages. This makes it simpler for fans, employees, or partners to share a brand’s narrative with their followers, thereby enhancing the potential for viral marketing without solely depending on paid ads. Creators can also benefit from this feature, as a repost from a larger account can connect micro-influencers or niche content creators with entirely new audiences. Instagram plans to introduce Repost analytics within the Insights dashboard soon, aiding creators in tracking their content's reach and performance. However, some influencers have voiced concerns regarding the possible risks to their reputation and the potential for visual disruption. Unlike meticulously curated native content, reposted materials could create a chaotic feed if overused, which might conflict with the aesthetic many lifestyle influencers rely on. The new Instagram Map feature enables users to share their locations, with options for privacy settings and parental controls for teen accounts. Users can access this feature via the Direct Messages inbox, and it is currently being rolled out in the U.S. Additionally, the Friends tab within Reels offers a dedicated space for users to see what their friends are engaging with, including liked, commented, and reposted content. This feature aims to encourage conversations and shared experiences among close contacts, allowing users to manage their visibility and mute activity from certain individuals for enhanced privacy. Despite the useful functionalities these new additions bring, many users have pointed out their similarities to existing tools on other platforms. For instance, TikTok allows reposts to show up in users’ For You feeds but not on their profiles. Instagram’s integration of reposts into a public-facing profile has led some to believe that the platform is sacrificing its unique identity in favor of features borrowed from competitors. In summary, Instagram asserts that these updates are crafted to promote better sharing and more meaningful interactions. By facilitating content amplification, local activity discovery, and insights into friends' interests, Instagram aims to shift focus from passive scrolling to genuine social engagement. However, as it increasingly mirrors TikTok, X, and Snapchat, the challenge remains for Instagram to provide these tools while retaining its distinct voice and preventing long-time users from disengaging.