How to Repost a Reel on Instagram (Feed, Story and Brand Etiquette)

How to repost a Reel on Instagram in 2026: the Repost button, sharing a Reel to your Story, reposting your own Reels, removing reposts, and how brands should repost customer and creator content.

Quick answer: tap the Repost icon on a public Reel, add a note if you like, and tap Save. The Reel appears in the Reposts section of your profile, and your followers may see it in their feeds. To share it to your Story instead, tap the paper-plane icon and choose Add to story.

How to repost a Reel with the Repost button

  1. Open the Reel you want to repost. It must be public.
  2. Tap the Repost icon (two arrows in a loop).
  3. To add text, tap the bubble by your profile picture and write a note.
  4. Tap Save.

According to Instagram's help centre, reposts show in a dedicated Reposts tab on your profile, your followers may see that you reposted in their feeds, and comments on your repost arrive as direct messages to you. You can only repost content when the original creator allows reposts, and you can't repost a repost.

How to remove a repost

Tap the Repost icon again on the Reel you reposted. You can also open the Reposts tab on your profile, select reposts and delete them.

How to share a Reel to your Story

  1. Open the Reel and tap the paper-plane (share) icon.
  2. Tap Add to story.
  3. Resize the preview, add text, a mention or a sticker.
  4. Share to your story or Close Friends.

Viewers can tap the preview to watch the full Reel. Stories last 24 hours unless saved to a Highlight.

Repost vs Story share vs re-upload

Method Where it appears When to use it
Repost button Reposts tab and followers' feeds Showing support for content you like
Share to Story Your Story for 24 hours Quick shout-outs and announcements
Collab post Both profiles, shared engagement Planned partnerships
Re-upload with permission Your Reels as new content UGC and testimonials you've licensed

Can you repost your own Reel?

You can share your own Reel to your Story to remind followers it's live. Posting the exact same video again as a new Reel is possible, but it may compete with the original. A better move is to make a new version with a different hook. See how to go viral on Reels.

How to stop others from reposting your Reels

Go to Settings, then the section on how others can interact with you, and turn off Reposts on posts and reels. You can turn it back on any time.

Reposting etiquette for brands

Reposting customer and creator Reels can be great social proof, but do it properly:

  • Use the Repost button or Story share for public Reels; both keep the creator credited.
  • Ask permission before re-uploading someone's video to your own account, and get it in writing for ads.
  • Credit the creator clearly in the caption.
  • Don't remove watermarks or crop out credits.
  • Use Collab posts for planned partnerships so both accounts benefit.

For a full process, see UGC Reels for brands and customer testimonial Reels.

Good reasons for a brand to repost

  • A customer reviews your product in a public Reel. Repost it and thank them in the note.
  • A partner or stockist features you. Repost to show the relationship.
  • A creator explains a topic your audience cares about. Repost with a short note on why it matters.
  • Your team member posts from an event. Repost to show the people behind the brand.
  • Press or award coverage appears as a Reel. Repost and pin a comment with the link in bio.

Aim for a mix where your own Reels make up most of what you publish, with reposts adding social proof.

How to invite a Collab instead

If you're planning a Reel with a creator or partner, use Collab rather than reposting afterwards. When posting, tap Tag people, then Invite collaborator. Once they accept, the Reel appears on both profiles and shares views, likes and comments, which usually beats a repost for reach.

Why reposted content often gets less reach

Meta has said original content may get more reach than unoriginal content, and that accounts which mostly repost others' videos may see reduced distribution. A repost via the button credits the original, which is fine. Building a brand account mainly on other people's videos isn't. Use reposts as a supplement to your own Reels. See UGC vs branded content.

Troubleshooting

  • No Repost icon: the creator may have turned reposts off, the account may be private, or your app may need updating.
  • Can't add to Story: the creator may have disabled sharing to Stories.
  • Repost not showing for followers: reposts may appear in feeds but aren't guaranteed to.

FAQ

Does the creator know if I repost their Reel?

Reposts are public on your profile, so creators can see them.

Can I repost a Reel from a private account?

No. Only public Reels can be reposted.

Do reposts count as views for the original creator?

Reposts point people to the original Reel, so engagement goes to the creator's content.

Is reposting good for my reach?

It shows support and keeps your profile active, but your own original Reels do far more for your reach.

Can I repost a TikTok to Instagram?

Yes, if it's your own. Export without the TikTok watermark and adapt the caption. See repurposing TikToks.

More Reels questions, answered

This guide is part of our Reels question hub. Start with the Reels best practices checklist, then jump to the question you need:

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