Meta has introduced a series of new features on Instagram this week. These include a repost option, a location-sharing map, and an updated “Friends” section designed to enhance user interaction by allowing people to share content more easily, track the locations of friends and creators, and discover posts based on geography and mutual connections.
Despite these features being positioned as a means of community-building and discovering new content, the platform is already facing criticismwhereas many users on social media argue that these new features are heavily inspired by TikTok and other competitors.
How Reposting and Location Features Work
The feature that has come under the spotlight is the ability to repost content directly to your profile. Instagram’s new repost feature allows users to share reels and feed posts from other accounts. These reposted items appear in a new “Reposts” tab on the user’s profile and can also show up in followers’ feeds through recommendations.
The repost function works similarly to sharing a story: users tap the repost icon beneath a reel or post, have the option to add a note via a thought bubble, and then hit save to share it with their audience. This feature is expected to be beneficial for creators by helping them reach wider audiences when their content is reposted by others, even if those viewers are not from their followers.
Another new feature that has been added is the Instagram Map where it allows users to view friends and discover content based on geographic locations. For instance, if a person shares a post from a popular cafe or a travel destination, it can be viewed on the map, offering a new way to discover content tied to specific places. It’s designed to blend social sharing with real-world discovery, turning the app into a more immersive exploration tool.
Instagram Faces Backlash For Copying TikTok
While these features might seem helpful or engaging, they’ve been subject to scepticism online. Users argue that Instagram’s strategy focused more on imitation rather than innovation.
Sharing their thoughts on the update, one user wrote, “Instagram has no identity. A new map feature like Snapchat ? A repost / retweet button like Twitter? A bunch of videos on the TL like tik tok? Enough”
Instagram has no identity. A new map feature like Snapchat ? A repost / retweet button like Twitter? A bunch of videos on the TL like tik tok? Enough pic.twitter.com/cy4YNdSIdM
— Nakia Monet (@KeyKeyBoomBoom) August 6, 2025
Users Express Concern Over Privacy With New Features
In addition, users have also expressed privacy concerns that stem from the new location sharing features.
“Instagram is stupid as hell for that new map feature. People are already mentally unwell and crazy, and you want these same people to be able to use a map feature on INSTAGRAM?!” a user wrote on X.
Another echoed a similar concern, “Asking me to share my location with you because of the new Instagram feature?! Oh absolutely not.”
Asking me to share my location with you because of the new Instagram feature?! Oh absolutely not. pic.twitter.com/4vzm0awBbX
— ηow that’s ηick 🤠 (@Creat1ve) August 6, 2025
Meta’s new features seem not to be sitting right with users online. However, despite all that, the tech giant appears committed to evolving Instagram into a broader content hub, even if that means facing some social media heat along the way.
Read More: What’s New on Instagram? Reposting and Map Features Shake Things Up
