Instagram continues to evolve as one of the most influential platforms for digital storytelling, personal branding, and business growth. Its latest update introduces a game-changing Share feature that is poised to significantly impact the way content is distributed and discovered, especially for content creators across Canada, and REALTORS® too!
Instagram’s new Share feature allows users to repost someone else’s content directly to their own feed, not just to Stories or via direct messages, which has been the standard until now. Think of it as a more visible and long-lasting way to amplify content you love. When a user shares your post, it appears in their main feed with full credit to you as the original creator. This is a big shift from relying on screenshots or third-party apps to reshare content. Now, it’s built right into the app, offering seamless, native reposting. Users can also add their own captions when resharing, giving space for their voice while still spotlighting your content. In some cases, the feature also includes a co-posting option, allowing the post to appear on both creators’ profiles, much like Instagram’s existing “Collab” feature. For creators concerned about losing control over their work, there’s an option to disable resharing on individual posts.
For Canadian content creators, from lifestyle bloggers in Vancouver to musicians in Montréal, this feature unlocks new possibilities. One of the biggest benefits is increased reach and discoverability. Instagram’s algorithm doesn’t always make it easy for smaller or newer accounts to be seen. With this Share feature, creators can get a major visibility boost simply by having others repost their content. When your work is reshared by an account with a larger or different audience, it opens the door to entirely new follower groups, without the need for paid promotion or viral luck.
Another key advantage is automatic credit and attribution. Previously, when someone liked your post enough to share it, they might have taken a screenshot or used a third-party reposting app. This often led to situations where the original creator wasn’t credited, or worse, their content was shared without permission. With this update, Instagram ensures the original poster’s handle is visible, giving proper credit and helping creators build their brand. For Canadian creators looking to establish credibility, connect with sponsors, or build a following, this kind of automatic attribution is essential.
The Share feature also simplifies collaboration. Whether you’re a chef in Ottawa partnering with a local farm or a makeup artist in Calgary working with a beauty brand in Toronto, being able to reshare each other’s content seamlessly strengthens cross-promotion. It also encourages more spontaneous partnerships, creators can now support one another without needing to plan a formal co-post. For brands running influencer campaigns, it offers an easy way to highlight user-generated content, testimonials, or reviews without creating fresh assets from scratch.
Another often overlooked benefit is that reshared posts can extend the lifespan of your content. Typically, Instagram posts peak in visibility within 24 to 48 hours, after which they become buried in your feed. But with the Share feature, a single post could be revived days or even weeks later if someone decides to reshare it. That means your content continues to circulate and generate engagement well beyond its original posting date. This makes it easier to get long-term value out of every photo, reel, or carousel you post.
Unlike Stories, which disappear after 24 hours, these shared posts live in the main feed. This means they’re eligible for likes, comments, and saves, important signals in Instagram’s algorithm. The more interaction your content receives, the more likely it is to be shown in followers’ feeds or appear on the Explore page. For content creators, this increased engagement can lead to faster growth, more exposure, and ultimately, more opportunities.
To make the most of the Share feature, creators should focus on making content that’s naturally shareable, whether it’s visually striking, relatable, funny, or informative. Using captions that invite sharing, such as “Tag someone who needs to see this” or “Feel free to share,” can encourage followers to spread your content. Canadian hashtags like #MadeInCanada, #TorontoCreators, or #VancouverLife can also help with local discovery. Collaborating across provinces is another smart move, as it allows you to tap into new audiences and strengthen your national presence.
Instagram’s new Share feature is more than just a convenience, it’s a strategic tool for growth. Whether you’re a small business owner in Halifax, a fashion influencer in Winnipeg, or a podcaster in Edmonton, this update empowers you to amplify your message, expand your reach, and build stronger connections within the creative community. As Instagram continues to shift towards more user-led content sharing, creators who adopt this feature early and use it strategically will be well-positioned to stand out.
How does even benefit REALTORS®?
Instagram’s new Share feature also presents powerful benefits for REALTORS®, especially those who rely on social media to market properties, build brand trust, and connect with potential clients. Here’s how it helps in practical, business-savvy ways:
Extended Property Exposure
With the new Share feature, property listings or market updates posted to your feed can now be reshared by followers, clients, colleagues, or even local businesses directly to their own feeds (not just Stories). This dramatically increases the visibility of your listings without requiring you to boost posts or run ads. Bonus!!!
Imagine a satisfied client sharing your latest post featuring a new condo in Toronto or a detached home in Kelowna, now, their entire network sees it on their feed, potentially reaching dozens or hundreds of new, local viewers who might be in the market.
Easier Client & Partner Advocacy
Encouraging happy clients to reshare your posts becomes a low-effort form of testimonial marketing. It’s a modern word-of-mouth, if they share a photo of their new home from your post, your name, branding, and professionalism are front and centre. Mortgage brokers, interior designers, or stagers can also easily reshare your listings or tips, building a mutually beneficial referral network.
Local Brand Awareness
For realtors trying to stand out in competitive markets (think Vancouver, Montréal, or the GTA), this feature helps establish local presence. When local businesses, influencers, or neighbourhood pages reshare your open house announcements or local market insights, you’re building authority within that specific community.
Even niche content like “Top 5 Neighbourhoods to Watch in Ottawa” or “Why This Surrey Home is a Steal” becomes more impactful when reshared by other trusted community voices. We recommend to use strategic headlines to catch attention.
More Engagement = Better Algorithm Placement
Since reshared posts remain in the main feed, they can generate more likes, comments, saves, and reach compared to Stories. Instagram rewards posts that get engagement, so the more your content is reshared and interacted with, the more it’s likely to appear in your followers’ feeds or on the Explore page.
This could lead to better performance of all your posts, not just the one that was shared, helping you stay top-of-mind with your audience.
Strategic Content Recycling
Real estate content doesn’t have to be one-and-done. With resharing, a market update you posted two weeks ago or a client testimonial from last month can resurface through shares from clients or collaborators. This extends the life and value of each post, helping you get more out of your content marketing efforts.
Example Use Case
You post a carousel of a beautiful new listing in Calgary. A local mortgage advisor reshares it with their own caption: “Check out this beautiful listing from @yourhandle, great value and great location!” Their audience sees your content and clicks through to learn more, while you benefit from warm leads and professional alignment
This isn’t just about aesthetics or likes, Instagram’s Share feature now supports real business goals, reach, trust, credibility, and lead generation. REALTORS® who strategically encourage their clients, partners, and local followers to reshare their content are tapping into free, organic network marketing, with zero extra effort.
So go ahead, create something worth sharing, and let your content do the networking for you.
