You’ve probably seen the little repost icon popping up under feed posts and Reels this week. Yep, Instagram finally released a native repost button, and it’s already changing how we can show up online.

If you’re running your own account while also running a busy practice, this update could be really helpful.

So let’s look at what the feature actually does, and more importantly, how you can use it in a way that feels aligned and low-pressure.

What is the Instagram Repost feature?

As of August 2025, you can now hit a little repost button under public feed posts and Reels to share them directly to your own followers’ feeds. Reposts will:

  • Show up in your followers’ home feeds
  • Appear in a new “Reposts” tab on your profile
  • Credit the original creator
  • Let you add a short floating note (like a mini sticky note on top of the post)

That’s it. It’s clean, it’s simple.

Why this feature matters if you’re a therapist managing your own Instagram

You’re not a social media manager. You’re doing your own marketing in the gaps between sessions, admin, CPD, and real life. So anything that helps you stay visible without having to create something from scratch every time is a win.

But it’s still important to be intentional with what you repost. Not every piece of content needs to live in your feed, even if it’s good. You want your account to reflect your values, your vibe, and the kind of work you love doing.

5 thoughtful ways to use reposts as a therapist

1. Curate posts that reflect your values

When you see a post that makes you say, “Yes, exactly,” that’s a good sign it’s worth sharing. You don’t need to reinvent the wheel. Reposting is a way of saying, “This matters, and I want more people to see it.”

You can add a short note that personalises it – something like:

“This is so spot on for the [audience] I work with.”

2. Highlight voices you want your clients to hear from

If someone else explains something beautifully (whether it’s about burnout, boundaries, or the emotional labour of motherhood), share it. It helps your audience and builds community in the process.

3. Support your own messaging

Reposting something that relates to your content pillars (or the work you’re launching) is a great way to reinforce your message. You might share a post about niching and add a note like:

“This is exactly why I created/offer [this thing].”

4. Stay visible during slower period

You don’t have to post original content every time to stay present. Some days you’re tired. Or busy. Or just not in the mood to write a caption. That’s okay. Use reposts as a light-touch way to stay active without the mental load of content creation.

5. Use the note feature to start a conversation

The optional little note that sits on top of reposts is your chance to be a bit more human. You can ask a question, reflect on the content, or just show your personality.

Some ideas:

“[Audience], does this resonate?”
 “Felt this hard this week.”
 “Curious what others think about this one.”

Yes, you can repost your own posts, too!

This might feel a bit weird at first, but hear me out because it’s actually smart.

You can use the repost feature on your own content, and it’s a great way to give older posts a second life. Especially if:

  • It’s something evergreen or still relevant
  • It didn’t get the reach it deserved the first time
  • You’ve had new followers since you originally shared it
  • You’re in a launch or promo season and want to reinforce a key message

Most people didn’t see it the first time anyway, so there’s no shame in bringing it back. You can always tweak the floating note to add a new angle or highlight what it means to you now.

If you’re low on time and energy, this is one of the most accessible ways to stay consistent. You already made the content, so let it keep working for you.

Things to keep in mind when reposting

  • Only repost content that really aligns with your values or feels useful for your audience
  • Don’t worry about your Reposts tab looking messy! No one cares about aesthetics here.
  • Try not to repost too often back-to-back, so your feed doesn’t feel like a second-hand shop
  • Encourage people to repost your content, too, especially if it’s relatable, helpful, or emotionally resonant

Want your content to be reposted? Here’s how to make that more likely

Reposting isn’t just something you can do. It’s also something others can do with your content, and that’s where things get interesting!

Because when someone reposts your post or Reel, it goes straight into their followers’ feeds. That’s a chance for your content (and your message) to reach people who might never have come across you otherwise. And when the person reposting already has the trust of their audience? Even better!

This isn’t about going viral. It’s about expanding your reach in a way that feels aligned and intentional.

Here’s how to help your content work harder, without working harder yourself:

1. Make your content share-worthy

People tend to repost content that makes them feel something… validated, seen, hopeful, empowered, informed.

That means the kind of content most likely to be reposted is:

  • Relatable (e.g. humour, human moments)
  • Helpful (e.g. quick tips, practical reminders)
  • Uplifting or encouraging (e.g. permission slips, reframes)
  • Thought-provoking or values-based (e.g. beliefs around therapy, boundaries, self-worth)

Ask yourself: Would I be proud to have this on my profile if someone else wrote it? If the answer is yes, it’s probably repostable.

2. Speak to shared experience

If you’re posting something that your audience regularly nods along to, you’re increasing the chance they’ll share it too.

Think about the kind of content someone would want to say:

“This. Exactly this.”

3. Keep your visuals clean and legible

Reposted content needs to stand on its own. That means:

  • No tiny fonts or overly busy graphics
  • High contrast for easy reading
  • Clear headlines or opening lines
  • A single, clear takeaway or message

4. Include a CTA

If you’re creating something you hope will be shared, remind people they can repost it!

5. Repostable doesn’t mean generic

You don’t have to water things down to make them “broadly shareable.” In fact, the more specific and honest you are, the more someone else is likely to connect with it and want to share it with their audience.

Trust that your real voice, values, and perspective are what makes your content repost-worthy in the first place.

What this could mean long term

Instagram tends to reward early adopters of new features, so using reposts now might help your visibility. But even more than that, it’s another way to stay connected, be seen, and build trust without relying on constant newness.

If you’re creating content that reflects your values, connects with the people you love working with, and helps them feel seen, it’s likely repost-worthy already. Now you’ve got another tool in your back pocket to help more people see it!