Instagram has just unleashed its latest feed-cluttering innovation: reposting. Because clearly, what our carefully curated feeds really needed was yet another way for random content to appear.

What’s New in the World of Content Overload?
The quietly rolled out “re-post” feature essentially works like X’s retweet button. Tap it on any post or reel, add your personal caption, and watch as it infiltrates your followers’ main feeds alongside original content.

Instagram’s Identity Crisis Continues
This isn’t Instagram’s first rodeo with reposting. Back in 2022, they tested a similar feature that included a dedicated “Re-posts” tab on profiles. That experiment apparently didn’t make the cut at the time, but it seems Instagram has spent a few years side-eyeing Twitter/X, Facebook, and TikTok’s sharing features.

The Algorithmic Paradox
Here’s where things get philosophically interesting. Instagram initially implemented an algorithm because, according to them, users were following too many accounts to reasonably see all their posts. The algorithm was supposed to show you the “most relevant” content first.

But Instagram is actively adding MORE content to your feed. You get AI-recommended posts you never asked for. You get posts your friends liked. You get content from accounts similar to ones you follow. And now, you get re-posts from your friends. This means your carefully curated feed will now have an additional layer of content to wade through.

So if the original problem was “too much content,” why is the solution “even more content”? 

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