We’ve all seen Adam Mosseri’s update on Instagram’s latest features, Reposts, Friend Map, and a new Friends feed in Reels. At first glance, they feel “social-first,” built to help users connect more closely with their friends. But if you look deeper, these updates can actually be translated into powerful new opportunities for influencer marketing strategies.
Instagram has always been about sharing what you’re doing and where you are. These new tools double down on that promise, making it easier than ever to stay connected through the content people enjoy, but here’s the catch: what friends engage with now has more visibility than ever before.
Instagram’s new 🔁Repost feature makes it easier than ever to amplify content you love and at the same time get your own work amplified in return. Now, you can reshare any public reel or feed post, and it will:
And here’s the best part: every repost automatically credits the original creator.
For creators, this means your content now has more potential to travel beyond your own audience. If someone with a strong network reposts your reel, your content can surface in feeds of people who don’t even follow you yet, a free boost in reach and discoverability.
On the flip side, for agencies and brands working with these creators, this feature has enormous potential. It helps with:
Work with influencers to create content that’s funny, inspiring, or educational, the kind of posts people want to reshare.
If you’re launching a campaign, ask a core group of creators to repost content at the same time. The ripple effect can spike visibility in friends’ feeds.
Don’t overlook micro-fans. Even small accounts reposting your content can spark discovery in niche communities.
Use your reporting tools to measure which creators’ content is generating the most reposts — a clear sign of what resonates.
Highlight repost activity in your own stories or posts. It reinforces credibility and encourages even more shares.
Instagram just made location sharing more social with the Friend Map. Think of it as a lightweight way to keep up with where your friends and favorite creators are and what they’re posting.
Here’s how it works:
If you want to learn more about how to share location, visit this guide.
As an agency or a brand working with creators, you can also leverage this feature too, how? Easy! It helps you:
Always encourage influencers to tag event spaces, stores, or cities to maximize map visibility.
The map thrives on fun, “check-in” moments. Think photo walls, exclusive merch drops, or interactive product demos.
Micro-influencers tied to a region can surface your brand organically on the map, making campaigns feel authentic and community-driven.
Use social listening or campaign reporting to track how much engagement is driven from geotagged posts a new KPI for map-driven visibility.
If running a tour (like product trucks or pop-up shops), plan stops with influencers who can share each activation to the map, creating a ripple effect across locations.
Keep in mind that this feature is rolling out in the US now, with global expansion soon, so smart brands will start experimenting early.
A new “Friends” tab shows reels friends have liked, commented on, or reposted. It’s a new space where you can see the public content your friends are interacting with. You’ll now get a curated feed of what’s resonating with your circle.
This feature also includes Blends recommendations (shared viewing experiences you start with friends) and controls so you can decide what activity you want others to see (or not).
In short, the Friends tab transforms Reels into a word-of-mouth engine, where you see what’s trending with people you trust most.
Back to how agencies and brands can make the most out of this later new feature, it is basically good for:
Create reels with prompts (questions, polls, challenges) that encourage interaction, boosting the chance they’ll appear in Friends feeds.
Nano- and micro-influencers shine here because their circles are tight-knit. A like or repost from them carries serious trust.
Don’t just ask influencers to post — encourage their followers to engage, so that content spreads through peer networks.
Explore ways to integrate campaigns into Blends so friends can co-discover branded content together.
Start monitoring not only impressions but network spillover, how many reposts, likes, or comments came from friend-to-friend amplification.
Instagram is clearly leaning into connection + community-driven discovery. For agencies and brands, this shift means:
So, the next time you’re planning a launch, think about how these features can make your campaign not just visible, but shareable, social, and scalable.