Instagram just picked up a few tricks from Snapchat and TikTok, but will these new additions keep users hooked, or simply add to the growing list of features we forget about in a week?
The Meta-owned platform is introducing a Repost button, a global Friends tab, and an optional location-sharing map. While these features could enhance engagement, they also raise questions about originality, privacy, and whether Instagram is innovating or simply chasing competitors.
Friends Tab Goes Global
The Friends tab, which began limited testing in January, is now live for users worldwide. It showcases Reels and posts your friends have engaged with recently, along with “Blends”, private, user-curated feeds of recommended Reels. This move feels like a clear nod to TikTok’s “Following” tab, putting friend-driven content front and center.
From a user perspective, this could foster tighter community engagement. But for brands, it might mean less visibility if their content isn’t being actively engaged with by followers. That could shift the focus toward relationship-building rather than pure reach.
If you’ve been questioning whether Meta still knows how to keep its platforms relevant, it’s worth reading our breakdown on whether Facebook is past its peak – this update is proof the company is still in the fight.
(For the official announcement, see Instagram’s own product update blog, which outlines the Friends tab rollout in detail.)
Reposts Get Their Own Spotlight
Instagram’s Repost feature lets you share feed posts and Reels from other accounts directly to your profile, where they’ll appear in a dedicated tab. This gives creators a secondary way to amplify their work through followers who choose to reshare.
For influencers and brands, reposts could complement strategies like Instagram Subscriptions or the balance between Carousels and Reels.
However, critics might argue that repost-heavy feeds could dilute originality, turning Instagram into a recycling hub rather than a space for fresh content. Similar issues have been observed on platforms like X and TikTok, where repost culture sometimes overshadows original creation.
(The Verge has also highlighted potential challenges with reposts and their impact on feed variety, see their coverage here.)
A Map for Friends – With Privacy First
The new map feature, accessible via Instagram messages, allows users to share their recent location with selected friends or groups. The idea mirrors Snapchat’s Snap Map, which has had its share of both praise and privacy concerns.
Instagram’s version is opt-in by default, lets you choose who can see your location, and allows parents to manage teen accounts’ settings. On paper, it’s a thoughtful approach to privacy. But given Meta’s history with data practices, some users may remain skeptical about enabling location sharing – even with these controls.
(For a deeper dive into the privacy implications of location-based features, check out the Electronic Frontier Foundation’s guide on location tracking risks.)
Privacy aside, location-sharing could indirectly fuel more content creation, especially for those testing advanced Instagram Reels tactics.
The Verdict
Instagram’s latest updates are undeniably strategic: the Friends tab aims to keep you in the app longer, reposts could help amplify content, and the map adds a social-meets-real-world layer.
But they’re also safe moves and none of these ideas are groundbreaking. Instead, they’re borrowed and rebranded, which might make loyal users feel like Instagram is still playing catch-up. The real test will be whether these features encourage deeper engagement or just contribute to feature fatigue.
For creators, the updates open new opportunities to be seen. For the rest of us, they’re another reminder that Instagram’s biggest competitor may not be Snapchat or TikTok, it’s our own attention span.
