Instagram Just Added Public Story Reposts: What It Means for Creators and Brands

Instagram quietly rolled out a new feature, and honestly — it’s a pretty big one.

You can now reshare any public Story directly to your own Stories feed.
Not just the ones you were tagged in. Not just friends. Any public Story.

It works just like a normal repost the original creator gets full credit, and you get more content to share with your audience.

Why Instagram is doing this It’s simple: reposting keeps creators visible.

Instead of people screenshotting Stories or uploading copies (removing credit in the process), Instagram now gives a native way to share content without breaking attribution.
This also helps the platform push back against aggregator accounts that repost everything without tagging the original creator.

When creators get more visibility → they keep posting → the platform stays alive.

And here’s the real insight:
Only a small percentage of users actually post original content anymore. Most people scroll, lurk, DM, and disappear.
So IG needs to keep the active creators happy — especially the ones fueling engagement.

What this means for brands
More opportunities.

If someone shares your Story (promo, product update, announcement, behind-the-scenes), it now reaches their audience too.
It’s organic reach without the cost.

Will people abuse it? Probably.
But Instagram seems confident it won’t get out of hand.

The update is global and already rolling out — so go test it.

Already tried it?