How to Leverage Instagram’s Latest Features to Boost Brand Visibility
Instagram recently rolled out a few new features that will shift how users share, discover, and interact on the platform: Reposts, a Friends Map, and a Friends Tab in the Reels feed. All three of these features have been in testing for months, so while they don’t come as a surprise, their official launch marks a change in how Instagram works and how your business might want to show up.
Keep reading for a quick breakdown of what’s changing and how to make the most of these features.
Resharing Content Is Now Officially Part of the Platform
After years of resisting, Instagram has finally introduced a native repost feature, which is something users have always wanted and what many workarounds (eg, sharing to Stories or using third-party apps) have tried to provide.
Per Instagram:
“With reposts, you can repost public reels and feed posts, making it easier for you to share your interests with your friends. Reposts will be recommended to your friends’ and followers’ feeds, and they’ll also be in a separate tab on your profile, so you can always go back to revisit your reposts.”
Now, if your content gets reposted, it can be recommended to the reposting user’s followers even if they don’t follow you. That’s a big deal, as it means greater organic reach, especially if you’re creating high-value content that resonates with your audience.
It’s also worth noting that Instagram is actively trying to boost the reach of original creators. Therefore, if your brand consistently posts high-quality, original content, including Reels, this new repost function can extend your visibility beyond your current follower base.
Location Sharing Goes Social
Next up is the Friends Map, Instagram’s version of Snapchat’s Snap Map. This opt-in feature lets users share their real-time location with selected users, and shows content tagged from specific places.
Instagram says:
“You can opt into sharing your last active location with friends you pick, and you can turn it off anytime… You and your friends have a new, lightweight way to connect with each other.”
Many users are already voicing concerns over privacy and personal safety regarding this feature, since opting in means Instagram may provide your exact location to others. For some, that feels like a step too far.
For businesses, though, this update is not about tracking people; it’s focused on the opportunity to show up on the map through geo-tagged content. If your brand has a storefront/local presence or pop-up activation, consumers tagging their location in their posts can make your content more discoverable by nearby users.
This feature is another sign that Instagram is leaning into localized discovery and real-world interactions, so geo-tagging your posts and encouraging check-ins or tagged locations may become more powerful.
Make sure your business location is correctly set up and easy to tag. Encourage visitors to tag your location in their posts and Stories, especially if you’re hosting an event, launching something new, or just want to highlight your space.
Your Network’s Interests Fuel Discovery
Finally, Instagram is introducing a Friends tab in Reels, showing users public content their friends have interacted with and content recommended via Instagram’s “Blends” feature.
Think of it as a curated feed of what your network is watching, liking, and enjoying, similar to how TikTok serves up algorithmic suggestions, but with more social context.
If your followers are engaging with your Reels, your content could now be fed to their network through this Friends tab, even if those people haven’t interacted with your business directly. And since Instagram is giving users some control over what’s shown here, you’ll need to continue focusing on relevance, value, and entertainment to stay in that mix.
Focus on Reels that spark engagement through comments, shares, or saves. Educational tips, behind-the-scenes content, relatable stories, and product demos that feel personal all usually perform well in this type of feed.
If there’s one thing to note about these new features, it’s that Instagram is sending a message: the platform is becoming more social again. After years of algorithmic feeds and influencer-driven trends, Instagram seems to be rediscovering the power of relationships and shared content.
If you’ve been feeling like organic reach is down or growth is slow, these tools might give your brand a new way in, without starting from scratch.
Is your business producing strong Instagram content? Call, DM, or email us at sbellem@bbrookstone.com for assistance. Our team is here to help you stay on top of social media platform changes and ensure your content strategy is ready for whatever comes next!
