Instagram just added a small but meaningful update to how content spreads on the platform: you can now re-share any publicly posted Story directly to your own Stories feed, even if you weren’t tagged in it.
Until now, Story re-shares were limited to posts you were tagged in. This new option essentially brings re-posting to Stories, expanding how users (and brands) can amplify content while keeping proper credit attached.
Why Instagram Is Doing This
Instagram has been on a long mission to promote original creators and curb the dominance of aggregator accounts.
Allowing frictionless re-sharing helps:
- Keep credit with the source (no more screenshot → re-post cycles)
- Give creators more distribution without extra work
- Reduce the incentive for accounts that repost everything and give nothing back
- Build a healthier ecosystem where original posts travel further
It also pairs cleanly with the repost feature Instagram launched in August for Reels and feed posts, together forming a more complete, TikTok-style share layer.
The Platform Reality: Most People Don’t Post
Instagram needs creators. Badly.
Across social platforms, only a small fraction of users actually publish original content. X previously noted that only 20% of users ever post anything at all, and Instagram’s numbers won’t be far off. As public posting declines in favor of DM-first social behavior, keeping active creators motivated becomes essential.
Giving them more visibility through re-shares is one of the simplest tools to do that.
What This Means for Brands
More opportunities for amplification.
If your Story is public, followers and non-followers, can now share it to their own feeds, creating a new surface area for reach and conversation. Expect more Story-driven campaigns and more strategic use of Stories as “boostable” assets.
Some users will undoubtedly overuse the feature, but Instagram seems confident the ecosystem can handle it.
This is a subtle update with big implications. Instagram is doubling down on:
- Creator credit
- Ease of amplification
- Reducing low-value repost loops
And for brands, it opens another avenue for organic reach at a moment when attention is increasingly fragmented.
Stories just became a little more social again.