Instagram’s new features that actually help small brands: Reposts, Friends tab and an opt‑in Map

Instagram is nudging the platform back toward being social. Announced on 6th & 7th August, Instagram's new features include a Repost button for public posts and Reels, an expanded Friends tab in Reels to show what your contacts interact with, and an opt-in Map so you can share your last active location with selected people. The features are rolling out gradually, so accounts will see them at different times.

Instagram’s latest update is bringing the ‘social’ back to social media. From reposts to friend activity insights, here’s how to make the most of Instagram's new features for your small business.

Why Instagram’s new features matters

For small UK brands and founders, the cost of distribution is the real enemy. Reposts let staff, partners and happy customers amplify content without hacks or third‑party apps. The Friends tab puts social proof inside discovery. The Map connects content to place for moments that actually happen offline.

Reposts = an advocacy engine

Create a monthly set of “repost‑ready” assets with clear headlines, square and vertical crops and short captions that anyone can share confidently. Encourage your team, ambassadors and loyal customers to repost. Track two simple numbers: how many advocates share each month and how many views those reposts drive.

Read the friend signals

Friend activity is a compass, not a vanity wall. If a theme keeps appearing through likes, comments or reposts from people your audience knows, build a two‑week content cluster around it. Pair this with the newer Insights such as “Followers Gained” and Reels’ like‑spike markers to refine hooks and pacing. That way, creative decisions are driven by behaviour, not hunches.

Map with consent and purpose

Location sharing is optional and can be limited to Close Friends. Treat it like a campaign tool for pop‑ups, launches and events rather than a permanent switch. Create “meet‑you‑there” Reels with clear timings, access info and one simple offer. Avoid pressuring followers to enable location. Respect for privacy builds trust, which pays back in retention and replies.

What to do next

• Create 3 share-friendly posts Make three posts (images, Reels, or graphics) that are easy for your team, customers or partners to repost. Keep them short, eye-catching and with a clear message.

• Check your Friends tab twice a week See what your friends and customers are liking or commenting on. If you notice a topic popping up a lot, try posting more about it.

• Try one location-linked post this month If you have an event, pop-up or special offer, test the Map feature. Share clear details like date, time, and how to find you.

• Track the right numbers Don’t just count how many people saw your post. Look at views from reposts, how long people watched, and how many new followers you gained.

For full feature details, see the latest reporting on Instagram's new features, see the latest reporting on the announcement.

Source: Business Insider. Business Insider