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Table of Contents [Click to expand]

Introduction

Overview of Instagram’s New Features

• Repost — Instagram introduces “Repost”! What changes for social reach? Which metrics matter? How does it differ from other platforms?
• Maps Tab
• Friends Tab
• Why release these features now?
• How brands should use them
• ① UGC marketing via Reposts
• ② Store traffic via Maps
• ③ Engagement via Friends Tab
• Common pitfalls & cautions
• Summary: Instagram returns to “connections”
• Do any of these sound familiar?

Introduction

On August 6, 2025 (US time), Instagram officially released several features designed to strengthen connections with friends. Centered on social elements—Repost, Maps, and a Friends Tab—the update evolves Instagram from a “photo/video sharing app” into an even stronger communication platform with friends.

These functions expand users’ ability to discover and share, while also giving brands new opportunities for engagement and community-building.

This article explains the new release, its intent, and practical usage points for brands.

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Overview of Instagram’s New Features

Instagram’s newly announced features can be grouped into three pillars.

1. Repost

You can now repost Reels and Feed posts. Reposts appear in your followers’ feeds, and a dedicated “Reposts” tab is added to your profile to collect what you’ve shared.

In addition to easier amplification of others’ content, you can now curate your brand’s “worldview” including other users posts.

Repost other users’ content to your own profile.

• Beyond sharing to Stories, official feed reposts are now possible.
• Creators and brands can amplify fans’ UGC (user posts).

For a deeper dive on Repost, see: “Instagram Adds ‘Repost’: What Changes for Reach? Which Metrics Matter? How It Differs from Other Platforms.”

2. Maps Tab

A map view that shows where your friends currently are. Accessible from the Notes tab (above DM). If friends have location on, you can see where they are; you can also view tagged Reels, posts, and Stories on the map.

• Browse friends and popular spots on a map based on posts/check-ins.
• Encourages discovery tied to real-world behavior (restaurants, sights, etc.).
• For business accounts, it strengthens the path from discovery → store visit.

3. Friends Tab

A tab added above the Reels screen showing Reels your friends liked and posts from Blends (recommendation groups you make with specific friends).

Key point: What flows into others’ feeds is not just “your posts” but “your actions.”

• A dedicated tab to view posts and activity from the friends you follow.
• A “friends-first timeline,” offering a different, more reassuring feel than purely algorithmic feeds.
• Emphasizes private connections and helps maintain close relationships.

Why Release These Features Now?

In recent years, as TikTok and Snapchat rose, Instagram’s emphasis shifted toward entertainment consumption rather than person-to-person connection. User feedback increasingly asked Instagram to “focus more on friends,” and this update answers that need.

• Repost: Comparable to TikTok’s and X’s “Repost”—strengthens communities by spreading UGC.
• Maps: Akin to Snapchat’s Snap Map—emphasizes ties to real-world behavior.
• Friends Tab: Re-defines trusted connections based on follow relationships.

In short, Instagram is doubling down on both “Discover” and “Friends.”

How Brands Should Use the New Features

① UGC Marketing via Reposts

• When the brand account reposts fan content, it fosters empathy and a sense of participation.
• Works especially well with campaigns; expect organic amplification.

② Drive Store Traffic with Maps

• Add location info to posts → more likely to appear on Maps.
• Big boost for visit-based businesses (F&B, tourism, salons).
• If map-driven traffic data becomes available, it can help measure store visits.

③ Engagement via Friends Tab

• If brand posts surface in the Friends Tab, they’re more likely to be seen than before.
• Create content that fits a “friends-first” context—casual and personable.

Common Pitfalls & Cautions

• Reposts = copyright / disclosure risk → When reusing user content, obtain prior permission and ensure proper AD/PR labeling.
• Poor Maps info hygiene → Inaccurate store info or location settings = missed opportunities. Update regularly.
• Friends Tab ≠ ad billboard → Overly formal, salesy posts tend to be disliked. Aim for natural, user-centric communication.

Summary: Instagram Is Returning to “Connections”

This update signals a clear message: Instagram is once again prioritizing relationships with friends. The trio of Repost, Maps, and Friends Tab offers individuals deeper connections—and gives brands powerful levers for community-building, store traffic, and brand awareness.

As these features gain traction in Japan, Instagram’s role in marketing will likely shift from a broadcast channel to a two-way community hub.

Reference: Meta Official Press Release — Instagram Announces New Features (Aug 6, 2025)

Do Any of These Sound Familiar?

Orinas provides end-to-end support—from testing the newest SNS features to implementation and creative production. If you’re unsure how to fold Instagram’s updates into your strategy, get in touch.

• ✅ Not sure how to operationalize Instagram’s new features
• ✅ Need ideas to apply them to store traffic or campaigns
• ✅ Want to clarify positioning and strategy across multiple SNS platforms