Instagram is swaying the balance toward simplicity but away from originality. It’s adding the ability to publish feed posts to different accounts you control at the same time by toggling them on within the composer screen. An Instagram spokesperson confirms this option is becoming available to all iOS users, “We are rolling out this feature to provide a better experience for people who often post to multiple accounts.”
This “self regram” could make it easier for businesses, influencers and regular folks with Instas and Finstas to publish the same meme, promotional image or other content across their profiles simultaneously instead of having to post on one at a time. But it could also make Instagram’s feed a bit more cookie-cutter, with different audiences of different accounts seeing the same shots and captions. The desire to keep the feed original and personal has been a driving force behind Instagram refusing to add a native regram feature for sharing other people’s feed posts to your audience.
Instagram is adding the ability to let you publish a post to multiple accounts at the same time. The feature will become available to all iOS users, but there’s no word on if or when it will come to Android.
When the option to “self-regram” becomes available for you, it will appear when you are about to share a new post. Underneath the options to tag people and mark your location should be “Post to Other Accounts,” which will let you toggle on where else you’d like to publish the post. This could be a time-saver for a lot of people who run multiple business accounts, are doing partnerships or takeovers with other accounts, or run several photography hubs. It’s also popular to have more than one personal account, so this could be helpful outside the business realm.
To be clear, this isn’t the “regram” function that some users would love to have, where you’d be able to reshare others’ posts, à la the Twitter retweet. Despite reports toward the end of last year suggesting that Instagram was working on such a feature, the company has since insisted it currently has no plans to add such reposting functionality to the app.
Before quitting the company in September 2018, Instagram co-founder Kevin Systrom said in an interview that he and his team debated the idea of a regram button a lot. But he also said that “keeping your feed focused on the people you know rather than the people you know finding other stuff for you to see” was central to how Instagram worked, adding that this is “more of a testament of our focus on authenticity and on the connections you actually have than about anything else.”
If you’re really keen to regram some of the content that lands on your Instagram feed, there are a couple of workarounds that you might want to try.