Instagram Reposts: What Clean Beauty and Wellness Brands Should Actually Do With This Feature

Instagram's repost feature is officially out of testing mode and being rolled out across more accounts. While it might seem minor compared to algorithm shifts or new ad tools, it actually opens up a thoughtful new lane for brands looking to deepen trust and increase visibility, without creating more content from scratch.

Here's how clean beauty and wellness brands can use it intentionally.

1. Shift From Performance to Proof

Reposts give brands an easy way to spotlight social proof. But it shouldn't just be about resharing testimonials. It's about curating the kind of posts that reflect real usage, community rituals, and alignment with your brand values.

What to repost:

• A customer showing your product in their morning ritual

• A creator integrating your product into a wellness moment

• A retail partner or esthetician highlighting you on shelf

This becomes more than a vanity share—it's narrative-building.

2. Treat Reposts Like a Second Editorial Channel

Think of your repost feed as a visual extension of your brand voice. Ask: What would it look like if our customers ran our content for a day? If it feels aligned, it's worth reposting.

You can also use reposts to:

• Spotlight your top-performing UGC

• Elevate micro-creators or brand ambassadors

• Reshare mission-aligned content from wellness professionals

3. Use It Strategically Within Your Funnel

Reposts can boost organic trust without blowing your content budget, they also give you a way to extend the lifespan of high-performing creative, deepen the emotional layer, and offset overly polished content.

Pair reposts with paid retargeting or a carousel that builds on the post with additional education or a call to action.

4. Don’t Just Reshare Everything

Curation still matters. A repost is an endorsement. Make sure the original post aligns visually, tonally, and energetically with your brand. Avoid:

• Overly filtered or off-brand visuals

• Posts that focus more on the creator than your product

• Anything that could feel salesy or transactional

When done right, reposts build connection, not clutter.

5. Make It Easy for People to Create Repost-Worthy Content

You can influence what you repost by shaping what people post in the first place. Revisit your creator briefs and customer emails. Are you inviting content that feels like your brand? Or just hoping for the best?

Simple calls to action like:

• "Show us how this fits into your evening wind-down"

• "Tag us in your morning ritual"

• "We love seeing your shelfies"

These prompts can help guide your audience and creators without forcing a script.

Bottom Line

Reposts are more than a new button. They're a low-lift way to reinforce your brand narrative, strengthen social proof, and invite your community into your content. Use them with intention. Scale what’s aligned. Leave the rest in the drafts.

And if you’re not seeing content worth reposting? That’s the real opportunity.

Need help building a brand story your audience actually wants to share? Let’s talk. We work with clean beauty and wellness brands ready to scale what’s working—and cut what isn’t.