sns-column

Date: August 21, 2025 / Updated: August 22, 2025
Category: Instagram
Visual: “Will the new Repost feature change everything?”

Table of Contents [Click to expand]

• Introduction
• Metrics Traditionally Emphasized in Instagram Operations
• ① Reach
• ② Engagement (Likes / Comments / Saves)
• ③ Story Opens
• ④ Reels Retention
• Key Characteristics of Instagram’s Repost Feature
• Where “Actions” Sit in Instagram’s System
• Changes to the Instagram Algorithm
• Old Evaluation Criteria
• New Evaluation Criteria
• Comparing “Spread Culture” Across Major Social Platforms — Instagram / TikTok / X / YouTube
• Conclusion

In August 2025, Instagram officially rolled out a new Repost feature. Users can now share other people’s Reels and Feed posts to their own profiles, ushering in a major shift in how content spreads on the platform.

This article explains how Instagram’s Repost works, reviews the traditional performance metrics (likes, saves, reach, etc.), and compares Instagram with TikTok, X, and YouTube.
Contact us here for Instagram operations support.

Metrics Traditionally Emphasized in Instagram Operations

① Reach
A foundational metric indicating how many users your post reached.

② Engagement (Likes / Comments / Saves)
Total reactions to a post. While likes and comments matter, saves carry particular weight—evidence that users want to revisit a post—and are strongly rewarded by the algorithm. Tactics like “how-to” posts and checklist-style carousels designed to be saved are staples.

③ Story Opens
Encouraging users to open and react to Stories builds day-to-day touchpoints with followers and improves overall account health.

④ Reels Retention
Reels travel beyond followers more readily than Feed or Stories, so they’re essential for external reach. To grow views, retention rate is critical; higher retention increases the chance of being recommended.

In short, the classic playbook was: measure depth of interest via Saves, deepen interest via Story opens, expand Feed reach, and use Reels to grow new reach.

Key Characteristics of Instagram’s Repost Feature

With the new Repost feature, users can:

• Re-share Feed posts and Reels
• View them in a dedicated “Reposts” tab on their profile
• Add comments or emojis when sharing

Reference: https://about.fb.com/ja/news/2025/08/new-instagram-features-help-you-connect/

This advances Instagram’s distribution mechanics: users can keep content on their profiles and share posts they want others to see.
In other words, Reposts add a new path to reach.

Where “Actions” Sit in Instagram’s System

Each major Instagram action plays a different role and carries different weight. Considering algorithmic signals and user intent:

• Likes / Comments remain essential reactions.
• Saves and Reposts deserve special focus.
• To earn Saves, create content that’s useful and worth revisiting.
• To earn Reposts, craft captions and creative with “I want to tell someone” impact.

Understanding each action’s nature—and designing posts accordingly—is the key to winning with Instagram’s algorithm.

Changes to the Instagram Algorithm

In April 2024, Instagram shifted from a follower-centric to an interest-based distribution model. Today, it matters less who follows you and more how much interest you can spark.

Reference: https://creators.instagram.com/recommendations-and-originality/

Old Evaluation Criteria

• “Is the user following you?” was prioritized
• High follower engagement (likes, comments) → wider spread

New Evaluation Criteria

• “Is this aligned with the user’s interests?” is prioritized
• Impressions expand to high-affinity users regardless of follow status
• Distribution expands progressively across interest cohorts (small → medium → large)

Implications: Instagram’s axis has moved from “followers” to “interests.” Posts must stop the scroll with the very first frame. Alongside deep reactions like Saves and Comments, Reposts emerge as a new spread signal. Success now hinges on making users not only want to view and keep a post, but also want to share it.

Comparing “Spread Culture” Across Major Social Platforms — Instagram / TikTok / X / YouTube

With Reposts, Instagram adds a user-driven mechanism to spread content users personally resonate with. This isn’t just an internal tweak; it reshapes how Instagram sits among other platforms.

Every platform differs in how content spreads, what gets rewarded, and where its strengths lie. Here’s how to think about Instagram / TikTok / X (formerly Twitter) / YouTube:

In August 2025, Instagram officially rolled out a new Repost feature

Users can now share other people’s Reels and Feed posts to their own profiles, ushering in a major shift in how content spreads on the platform. This article explains how Instagram’s Repost works, reviews the traditional performance metrics (likes, saves, reach, etc.), and compares Instagram with TikTok, X, and YouTube. Contact us here for Instagram operations support.

Metrics Traditionally Emphasized in Instagram Operations

• ① Reach
  A foundational metric indicating how many users your post reached.
• ② Engagement (Likes / Comments / Saves)
  Total reactions to a post. While likes and comments matter, saves carry particular weight—evidence that users want to revisit a post—and are strongly rewarded by the algorithm. Tactics like “how-to” posts and checklist-style carousels designed to be saved are staples.
• ③ Story Opens
  Encouraging users to open and react to Stories builds day-to-day touchpoints with followers and improves overall account health.
• ④ Reels Retention
  Reels travel beyond followers more readily than Feed or Stories, so they’re essential for external reach. To grow views, retention rate is critical; higher retention increases the chance of being recommended.

In short, the classic playbook was: measure depth of interest via Saves, deepen interest via Story opens, expand Feed reach, and use Reels to grow new reach.

Key Characteristics of Instagram’s Repost Feature

• Re-share Feed posts and Reels
• View them in a dedicated “Reposts” tab on their profile
• Add comments or emojis when sharing

Reference: https://about.fb.com/ja/news/2025/08/new-instagram-features-help-you-connect/

This advances Instagram’s distribution mechanics: users can keep content on their profiles and share posts they want others to see. In other words, Reposts add a new path to reach.

Where “Actions” Sit in Instagram’s System

Each major Instagram action plays a different role and carries different weight. Considering algorithmic signals and user intent:

• Likes / Comments remain essential reactions.
• Saves and Reposts deserve special focus.
• To earn Saves, create content that’s useful and worth revisiting.
• To earn Reposts, craft captions and creative with “I want to tell someone” impact.

Understanding each action’s nature—and designing posts accordingly—is the key to winning with Instagram’s algorithm.

Changes to the Instagram Algorithm

In April 2024, Instagram shifted from a follower-centric to an interest-based distribution model. Today, it matters less who follows you and more how much interest you can spark.

Reference: https://creators.instagram.com/recommendations-and-originality/

Old Evaluation Criteria

• “Is the user following you?” was prioritized
• High follower engagement (likes, comments) → wider spread

New Evaluation Criteria

• “Is this aligned with the user’s interests?” is prioritized
• Impressions expand to high-affinity users regardless of follow status
• Distribution expands progressively across interest cohorts (small → medium → large)

Implications: Instagram’s axis has moved from “followers” to “interests.” Posts must stop the scroll with the very first frame. Alongside deep reactions like Saves and Comments, Reposts emerge as a new spread signal. Success now hinges on making users not only want to view and keep a post, but also want to share it.

Comparing “Spread Culture” Across Major Social Platforms — Instagram / TikTok / X / YouTube

With Reposts, Instagram adds a user-driven mechanism to spread content users personally resonate with. This isn’t just an internal tweak; it reshapes how Instagram sits among other platforms. Every platform differs in how content spreads, what gets rewarded, and where its strengths lie. Here’s how to think about Instagram / TikTok / X (formerly Twitter) / YouTube:

• Instagram: Deep actions like Saves and now Reposts are pivotal.
• TikTok: Full watch rate, comments, and short-form storytelling dominate spread.
• X: Instant Reposts and replies drive rapid conversations and virality.
• YouTube: CTR and watch retention fuel sustained traffic and search discoverability.

Takeaway: To maximize reach, design platform-specific KPIs grounded in each platform’s culture and algorithm—don’t just syndicate the same asset everywhere.

Conclusion

Instagram’s new Repost feature adds a critical distribution signal to the classic trio of Likes / Saves / Comments. Meanwhile, each platform still operates on its own axis—full watch rate on TikTok, Reposts on X, retention & search on YouTube. Therefore, effective social operations require platform-native content design and KPIs. Going forward, how well you activate Reposts on Instagram—while differentiating your approach across platforms—will be a major driver of marketing success.

Facing any of these challenges?

• Posting on Instagram but unsure about strategy or direction
• Short on time and struggling to keep up with the latest updates
• Unclear whether your company is actually seeing results

Orinas has supported 1,000+ companies with SNS marketing. We’ve compiled materials on how we help—from selecting the right platforms to planning content that leverages your strengths.

Takeaway: To maximize reach, design platform-specific KPIs grounded in each platform’s culture and algorithm—don’t just syndicate the same asset everywhere.

Conclusion

Instagram’s new Repost feature adds a critical distribution signal to the classic trio of Likes / Saves / Comments. Meanwhile, each platform still operates on its own axis—full watch rate on TikTok, Reposts on X, retention & search on YouTube.

Therefore, effective social operations require platform-native content design and KPIs. Going forward, how well you activate Reposts on Instagram—while differentiating your approach across platforms—will be a major driver of marketing success.

Facing Any of These Challenges?

• Posting on Instagram but unsure about strategy or direction
• Short on time and struggling to keep up with the latest updates
• Unclear whether your company is actually seeing results

Olinas has supported 1,000+ companies with SNS marketing. We’ve compiled materials on how we help—from selecting the right platforms to planning content that leverages your strengths.