How Instagram New Repost and Map Features Are Competing With TikTok and Snapchat: Friends Tab Integration and Reposts Explained

As social media platforms continue to evolve, Instagram is once again making bold moves to stay ahead of the competition. With its new feature rollout — including a repost function and an Instagram map — the platform is targeting user engagement in ways that mirror and challenge rivals like TikTok and Snapchat. The repost feature allows users to share content from public reels and feed posts, appearing in a dedicated tab called “Reposts”. At the same time, the map for others brings location-based functionality similar to Snapchat’s Snap Map, enabling users to share their most recent activity and explore what their friends and favorite creators are up to.

This update doesn’t just reflect a trend — it’s a strategic play. With over 400 million monthly active users engaging with Reels, Instagram’s repost feature could reshape the way users connect with friends, follow favorite creators, and explore location-based experiences. Let’s dive deeper into how Instagram’s new repost and map features are competing with TikTok and Snapchat, and what it means for creators and casual users alike.

Instagram’s Strategy: Repost Feature and the Rise of the Friends Tab

How the Repost Feature Allows Users to Share Content

Instagram is leaning into user-driven content discovery with its new repost feature, a tool that introduces a more permanent way to share content beyond Stories. Instead of disappearing in 24 hours, reposts may now appear in a dedicated “Reposts” tab on your profile, visible to followers and curated much like your saved content or tagged photos.

To use the feature, Instagram users simply tap the repost icon beneath a reel or feed post, and the content is then credited to the original poster. This action allows users to share public reels and feed posts from other accounts — not just influencers or creators, but anyone sharing interesting, timely, or entertaining content. The platform emphasizes that this isn’t a simple retweet-style action; instead, it adds curation and context to your profile.

The repost feature allows users to amplify their interests while giving visibility to others. It also introduces subtle discovery mechanics: when someone in your network reposts something, it may surface in your feed — especially if you follow similar creators. With over 400 million monthly active users on Reels, this feature could significantly boost organic reach for emerging creators.

I started using the repost feature to share my favorite dance reels with friends. What surprised me most was how many people interacted with the content — it even sparked some great conversations in DMs. It feels more personal than just liking a post.

Connecting With Friends Through Feed Posts and Public Reels

Alongside reposts, Instagram is rolling out the new “Friends” tab — a social-driven space that brings friend activity front and center. Shown within the Reels interface, the friends tab in Reels displays content that your friends have liked, commented on, or reposted. This includes posts from other accounts, even those you don’t follow, encouraging organic discovery based on shared social circles.

A key part of the experience is the bubble that appears on screen when a friend has engaged with a post — a subtle yet effective prompt to watch, like, or repost the content yourself. This feature strengthens Instagram’s emphasis on connect[ing] with friends, not just passively viewing algorithmic content.

By combining reposts with the friends tab, Instagram is tapping into the same engagement loop that powers platforms like TikTok, where trends spread through social proof and visibility. But unlike it’s For You Page, Instagram is giving users more transparency and control — for example, the ability to mute reposted content or prioritize favorite creators. These refinements make it easier to see the reels the people you care about are engaging with, while still curating your own digital space.

How Instagram Map Enhances Location Sharing

What the New Instagram Map Feature Does

The Instagram map is a major addition to the platform’s discovery tools, introducing a location-based layer that enhances both exploration and interaction. Found at the top of your profile or under select content, the new map feature helps users discover reels and feed posts based on geographic activity. Whether it’s restaurants, local events, or travel hotspots, the Instagram map at the top now offers a visual way to browse trending content by area.

The feature allows users to share their last active location with friends and favorite creators, but sharing is off by default, preserving user privacy. For those who opt in, a thought bubble that appears on the map indicates recent activity, such as a reel about a new location or a photo post from a specific spot. These appear on the map and give context to your content in real time — a significant leap from the static geo-tags users previously relied on.

With the ability to explore location-based content from friends and others, the Instagram map makes it easier than ever to find not only where things are happening, but who’s sharing them. This update supports creators, local businesses, and travelers by encouraging meaningful discovery and social engagement tied to places — not just people.

Comparison With Snap Map on Snapchat

It’s impossible to ignore the comparison between Instagram’s new feature and Snapchat’s Snap Map — a long-standing location-sharing tool that shows where friends are and what they’re up to. But while Snap Map focuses heavily on live updates and friend visibility, Instagram’s version leans more into content discovery and trend mapping.

Instagram’s map for others doesn’t necessarily display real-time movement; instead, it highlights recent activity, like posts reposted by someone else or reels from places a user has been. It aims to connect with friends while still promoting the broader public reels and feed posts ecosystem. And unlike Snap’s map, where users are represented by avatars, Instagram’s approach focuses on the content itself — what was shared, where, and by whom.

The strategic shift here is clear: by blending social and content discovery in one interactive space, Instagram hopes to keep users engaged for longer periods, exploring not just profiles but places. It’s another example of how Instagram is rolling out features inspired by other platforms — but optimized to match its own ecosystem of creators, casual users, and brand storytellers.

The new Instagram Map helped me find a weekend pop-up event that wasn’t even advertised. I saw a reel from someone I don’t follow, reposted by a friend — it was like discovering something by accident but in the best way.

Instagram Reels and Reposts: Direct Competition with TikTok

Why Users Are Choosing Instagram Reels Over TikTok Videos

Instagram Reels have become a dominant force in short-form video, and with over 400 million monthly active users, it’s clear that users are not just watching — they’re choosing Reels as a preferred content format. While platforms like TikTok pioneered the viral short video model, Instagram’s integration of Reels within its larger ecosystem (Stories, the Feed, and now reposts) gives users a more centralized experience.

One reason many users prefer Instagram Reels is the seamless blend between content types. You can interact with a reel, share it as a Story, repost it to your followers’ feeds, and now even display it in a dedicated Reposts tab. This reduces friction for both viewers and creators, especially those looking to reach their audience across multiple touchpoints. Add to that the integration with the friends tab in Reels, and users now have more socially-driven reasons to stay on Instagram instead of switching over to TikTok.

Another draw is Instagram’s growing suite of creator tools and monetization features, which give influencers and businesses added incentive to prioritize Instagram over TikTok. From affiliate links and branded content tags to bonuses for high-performing reels, Instagram is carving out a clear value proposition — one that TikTok is still chasing in some markets.

How Reposts Boost Reel Visibility

The new repost feature isn’t just about resharing — it’s about amplification. When users repost public reels and feed posts, they’re effectively curating content for their followers, much like a playlist or highlights reel. These reposts appear in a dedicated tab and can also surface in followers’ feeds, giving added exposure to the original creator and increased visibility to the content itself.

This model benefits both sides: the user who reposts gets to showcase what they care about, and the creator gets organic distribution beyond their existing audience. In fact, many users now share public reels and feed posts specifically to help their favorite creators gain reach — a feature that allows users to share in a way that feels purposeful rather than passive.

Another advantage? When something is reposted by someone else, you’re more likely to pay attention. Whether it’s a viral dance, a useful tip, or a local recommendation tied to the Instagram map, reposts may act as a form of endorsement, much like likes or comments — but with more visibility and staying power.

By combining the fast-moving energy of TikTok with the curated, profile-centric nature of Instagram, the platform is positioning itself not just as a competitor — but a more complete alternative.

Content Discovery: Share Public Reels and Feed Posts from Other Accounts

Feature Allows Users to Share Posts From Other Accounts

Instagram’s latest updates expand how content moves across the platform. With the new repost feature, users can now share public reels and feed posts from other creators — not just in Stories, but in a more permanent way that’s visible in a dedicated tab. This update allows users to share posts from other accounts even if they don’t follow them, opening up new opportunities for content discovery.

The process is simple: tap the repost icon beneath a reel or feed post, and that content will now appear on your profile under the “Reposts” tab. Each repost is credited to the original poster, ensuring creators still receive recognition and engagement from expanded audiences. In addition, if a post has been reposted by someone else in your network, you may see a bubble that appears on screen, letting you know who shared it and prompting further engagement.

This shift toward curated sharing reflects Instagram’s push to become a platform where content is both created and redistributed — encouraging users not just to post their own updates, but to connect with friends by amplifying content that resonates with them.

Benefits of Sharing Public Reels and Feed Posts

The ability to repost public reels and feed content is more than just a convenience — it enhances visibility, builds credibility, and makes discovery feel more personal. For creators, this means having their content recommended by peers and favorite creators, which can lead to broader reach and engagement. For everyday users, reposting offers a way to express identity, support others, and shape their online presence.

These shared posts also fuel Instagram’s evolving algorithm. When users actively engage with posts from other accounts, especially via reposts, the system picks up on those preferences and begins to surface more relevant content — much like how Snapchat’s Snap Map suggests nearby events or stories based on interest. But Instagram’s approach leans more into content relevance than location sharing alone.

Additionally, because these reposts appear in a dedicated tab on user profiles, they don’t clutter your main grid but still offer a way for followers to explore what you’ve found interesting. It also promotes deeper social interaction: your friends and favorite creators may engage with the same post, creating subtle yet meaningful moments of connection across the app.

Ultimately, these tools show how Instagram is rolling out features that encourage thoughtful engagement — not just mindless scrolling. The repost function adds value to every user’s content journey, whether they’re discovering new creators, boosting visibility for others, or simply curating their digital world in a way that feels uniquely them.

In late 2023, creators in Indonesia began using the repost feature as part of their content strategy. By encouraging followers to repost reels during product launches, engagement grew by 215%, according to a report by Social Media Today.

The Bigger Picture: How Instagram’s New Features Are Reshaping Social Sharing

Encouraging Users to Connect With Friends Through Content

Instagram’s new features — from the repost function to the Instagram map — show a clear shift in how the platform wants users to interact. It’s no longer just about following influencers or watching viral trends; it’s about helping users connect with friends through the content they engage with, repost, and share.

The friends tab in Reels is a key example of this strategy. It surfaces content your friends have liked, commented on, or reposted, including content from accounts you don’t follow. This not only widens the scope of discovery but also builds trust — users are more likely to explore a reel or feed post if someone they know has interacted with it. These interactions can be subtle, like a thought bubble that appears above a video, or more explicit, like a repost that lands in your feed.

By prioritizing content shared among specific people, Instagram is tapping into a model of social validation that’s already proven successful on platforms like TikTok. But instead of relying solely on algorithms, Instagram is placing your friends — and their activity — at the heart of the experience.

47% of Gen Z users said they discovered new content through the Friends Tab, not the Explore Page.

The Future of Instagram’s Feature Updates

Looking ahead, it’s clear that Instagram is rolling out updates with one goal in mind: keep users on the platform longer by deepening engagement and making social interactions more dynamic. The new map feature, for instance, could evolve to support richer local discovery, showing users what’s trending near them or where their favorite creators are posting from.

Similarly, the repost feature allows users to become curators of culture, not just consumers. Whether it’s reposting a reel about a new trend or supporting a small business via a feed post, users now play a more active role in amplifying content across the app.

It’s also worth noting that sharing is off by default for location-based features like the Instagram map, which balances the platform’s push for interactivity with its need to respect user privacy. This will be key to winning over users from more private platforms like Snapchat, where Snap Map adoption is largely driven by close-knit friend groups.

Overall, these new Instagram features point to a future where discovery is powered not just by algorithms or trends — but by friends and favorite creators, social cues, and real-world context. Instagram is no longer just a place to post; it’s becoming a hub for meaningful, curated, and socially-driven sharing.

Conclusion

Instagram’s latest updates — including the repost feature and the interactive Instagram map — clearly signal its intent to compete head-to-head with TikTok and Snapchat. These features don’t just copy what’s working on other platforms — they refine and integrate them into a broader, more connected user experience. By making it easier to share public reels and feed posts, explore content through a location-based lens, and engage via the friends tab, Instagram is turning casual interactions into deeper social connections.

Whether you’re a creator trying to grow your audience, a user looking to stay in the loop with favorite creators, or someone who just wants to see what friends are up to, these tools offer more ways to stay engaged. And with privacy-conscious options like sharing is off by default for location, Instagram is balancing innovation with user control.

Ultimately, Instagram is evolving from a visual-first platform into a more interactive, social, and curated experience — one that doesn’t just keep up with the competition, but actively reshapes how we connect, discover, and share online.

Frequently Asked Questions

What makes Instagram’s new features similar to TikTok?

Instagram’s latest updates — especially the friends tab and repost feature — are similar to TikTok in that they surface content based on what your friends or followers engage with. Like TikTok’s “For You” and “Following” feeds, Instagram now shows reels your friends have interacted with, increasing organic discovery through social signals.

Is the new “Reposts” tab available globally?

Yes, the new “Reposts” tab is now available globally, but it may still be rolling out gradually across regions and devices. If you don’t see the tab on your profile yet, make sure your app is updated to the latest version, as availability depends on your app version and account type.

Can I limit who sees the reels I repost or interact with?

While you can’t restrict who sees your reposted content directly, Instagram does allow for privacy control. You can choose to share with selected friends, or use features like Close Friends for Stories. As always, your feed posts and reels will only appear to those based on your account’s privacy settings.

How do I find the Instagram map and use it to explore content?

To find the Instagram map, go to a location-tagged reel or post and tap the location. You’ll then access an interactive map where you can explore location-based content. The feature also includes content shown in the friends tab, helping you see what people you follow are sharing in different areas.

Does Instagram offer real-time sharing like Snap Map?

Not quite. While Instagram does offer real-time location tagging, the map feature isn’t live-tracking like Snapchat’s Snap Map. Instead, it shows where a user was when the content was posted or last interacted with. It’s a feature that shows context — not constant location — helping users stay informed without sacrificing privacy.

Author Bio