A repost is the act of sharing another user’s content on your own social media profile or feed. Every major platform has some version of reposting — from retweets on X to shares on Facebook to TikTok’s native repost button. For brands, reposting is a core tactic for amplifying user-generated content (UGC) and extending the life of high-performing posts.

What is a repost?

Reposting means republishing someone else’s content — or your own older content — to your social media profile. Unlike creating original content, reposting leverages existing material to reach a new audience or resurface something valuable.

The concept goes by different names depending on the platform. On X (formerly Twitter), it’s called a retweet. On Instagram, it was historically known as a regram and required third-party apps until Instagram introduced a native Repost feature in late 2024. On Facebook and LinkedIn, it’s called sharing. On TikTok, tapping the repost button sends a video to your followers’ For You pages without it appearing on your profile.

Each platform handles reposts differently in terms of attribution, visibility, and algorithmic impact — but the underlying idea is the same: distributing content you didn’t originally create to your own audience.

How reposting works across platforms

The mechanics of reposting vary by platform, and those differences affect how brands should approach each one:

  • Instagram: The native Repost feature (rolled out in 2024–2025) lets users share feed posts and Reels to a dedicated Reposts tab on their profile. Reposts include automatic attribution to the original creator. For a step-by-step walkthrough, see Brandwatch’s guide on how to repost on Instagram.
  • X (Twitter): Retweets and quote posts are the platform’s built-in repost tools. Retweets share the original post verbatim, while quote posts let you add commentary. Both credit the original author automatically.
  • TikTok: The repost button shares a video to your followers’ feeds without posting it to your profile grid. This makes TikTok reposts lower-commitment and more algorithmic in nature — they boost distribution without becoming part of your permanent content.
  • Facebook: The Share button lets you repost content to your timeline, a group, or via Messenger. Shared posts maintain a link back to the original.
  • LinkedIn: The Repost option shares content to your feed with full attribution. You can also quote the post to add your professional perspective.

Understanding these distinctions matters for brands because platform algorithms treat reposts differently. On TikTok, a repost can significantly extend a video’s reach. On Instagram, reposts live in a separate tab and don’t affect your main grid aesthetic.

Why reposting matters for brands

Reposting is one of the most efficient content strategies available to social media teams. Rather than producing every piece of content from scratch, brands can amplify customer testimonials, partner content, industry commentary, and viral moments that resonate with their audience.

The strategic value breaks down into three areas. First, UGC amplification. When a customer posts about your product organically, reposting that content serves as authentic social proof. It’s more credible than branded content because it comes from a real user. Brands using a social media management platform can systematically identify and reshare the best UGC at scale.

Second, content efficiency. Social media teams are expected to maintain high posting frequencies across multiple platforms. Reposting fills the content calendar without the production cost of original assets. Content curation — including strategic reposting — can account for 30–60% of a brand’s social output without diluting quality.

Third, community building. Reposting someone’s content signals that you value their contribution. This strengthens relationships with creators, customers, and partners. It also encourages others to mention your brand in hopes of being featured, creating a flywheel of organic mentions and engagement.

Reposting etiquette and attribution

Done well, reposting builds goodwill and extends reach. Done poorly, it damages credibility and can create legal issues. A few principles keep reposting effective:

Always credit the original creator. Most platforms handle attribution automatically through their native repost features. When using screenshots or manual reposts, tag the creator and mention them in the caption. This isn’t just courteous — it’s essential for maintaining trust.

Ask permission when the context warrants it. Public posts are generally fair game for platform-native reposting (retweets, shares), but using someone’s content in ads, on your website, or in a different context requires explicit permission. Brands should have a standard outreach template for requesting UGC rights.

Add value when you can. A repost with context — why you’re sharing it, what your audience should take away — performs better than a silent share. Quote posts on X and LinkedIn exist for exactly this purpose. This also helps create shareable content that spreads beyond your immediate audience.

Respect the creator’s intent. Don’t repost content out of context, and avoid reposting content from competitors’ customers in a way that could be seen as poaching. When in doubt, a quick DM goes a long way toward growing your audience the right way.