Instagram tests Repost, Reel links, PiP to boost retention

Instagram has rolled out and begun testing several new features this summer aimed at keeping users on the app longer and giving creators more ways to organize and amplify their work, the company and outside researchers said. Announcements and limited tests over the past weeks include a repost button, a Reel-linking tool, a global Friends tab for Reels, an opt-in location-sharing map, a student-only Schools space, and a Picture in Picture test that lets Reels play in a floating window after users leave the app.

On August 6, Instagram announced on its blog that users can now reshare public posts and Reels directly; reposts will be credited to the original creator and surfaced to followers in recommendations and friends feeds. The company framed the move as a way to broaden visibility for creators, who could reach audiences beyond their current followers. The feature mirrors functionality TikTok added in recent years and was described by Instagram as a commonly requested tool.

Separately, Instagram has introduced a Link a Reel feature that allows creators to connect multiple Reels into organized series or folders on their profiles. The tool is intended to keep viewers engaged...