Instagram, long criticized for prioritizing influencers over personal connections, has introduced a trio of features aimed at making the app feel more intimate, according to a Rolling Out report from August 6, 2025. The updates reposts, a Friend Map for location sharing, and a Friends tab for Reels mark a shift from the platform’s recent focus on algorithm-driven content. However, some argue these changes highlight Instagram’s ongoing struggle to define its identity, as they borrow heavily from competitors like TikTok and Snapchat.
The repost feature, a significant reversal for Instagram, allows users to share public reels and feed posts directly to their profiles, complete with a dedicated tab for reposted content. “Instagram steadfastly refused to implement [reposts] for nearly a decade,” arguing it would stifle original content, Rolling Out noted, yet the platform now sees it as a way to boost engagement. Users can add commentary to reposts, which then appear in followers’ feeds alongside algorithm-recommended posts, per NBC News.
The Friend Map, reminiscent of Snapchat’s Snap Map, lets users opt in to share their real-time location with select friends, updating automatically when the app is opened, per Forbes. “Meta has a poor track record when it comes to data privacy,” said Lia Haberman, author of the ICYMI newsletter, raising concerns about the feature’s implications for Instagram’s two billion users, per NBC News. Meta emphasized that location sharing is off by default, with customizable controls and parental oversight for teens, per ABC News.
The Friends tab in Reels pulls public content that friends have liked, commented on, or reposted, creating a personalized feed distinct from Instagram’s main algorithmic recommendations, per Buro 24/7. “It’s like bringing your social feed down a notch, making it a little more personal,” the outlet reported, though critics warn it could expose users’ viewing habits unexpectedly.
Key features of Instagram’s updates include:
- Reposts: Share public reels and posts with commentary, displayed in a profile tab.
- Friend Map: Optional real-time location sharing with privacy controls.
- Friends Tab: Curates reels based on friends’ interactions for a tailored feed.
Despite the push for personal connections, the updates have sparked debate. Privacy advocates, including Reps. Lori Trahan and Kathy Castor, warned in May 2024 that location tracking could endanger young users, calling it “an unnecessary violation of privacy,” per Forbes. Social media reactions on X, like posts from @Dexerto highlight user unease, with some calling the Friend Map “terrifying” for safety. Instagram’s pivot reflects declining original posting, as users lean toward consumption over creation, per Rolling Out. By adopting features from rivals, the platform risks diluting its unique photo-sharing roots, raising questions about its long-term direction.
