Instagram just dropped a fresh wave of features currently being tested: Reposts, a Map for discovery and a Friends tab in Reels. On the surface, they’re small updates. But together, they signal something bigger – a push towards more socially connected, discovery led formats. And that matters for how brands show up.
Instagram’s new Reposts, Map, and Friends tab are all about shifting the platform back toward connection, community, and discovery.
For brands, that means:
What do the New Features do?
For years, Instagram has been criticised for drifting too far into polished, broadcast style content. These updates swing the pendulum back to connection.
Instagram wants to make itself less about one-way broadcasting and more about grassroots creativity and relevance.
Reposting opens a big door for brands. Instead of relying purely on ads or polished posts, you can encourage followers to reshare their own takes on your products or campaigns. Think:
The new Map is perfect for location-based storytelling. Brands with physical touchpoints can win big here:
The Friends tab in Reels shifts attention to smaller, trusted networks. That’s a win for nano and micro creators, and for brands willing to think smaller to reach deeper.
These updates are a clear pivot back towards community, discovery and familiarity – the things that made Instagram sticky in the first place.
For brands, the playbook is simple:
Build content worth reposting Tie stories to places and moments Leverage creators whose networks actually know them The brands who adapt fastest will earn more than reach. They’ll earn trust, relevance and cultural cut through.
Look no further ✨
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