Instagram has recently introduced a repost feature for feed posts, much like the retweet feature from X (formerly Twitter), which has sparked conversation among users and critics alike. This new feature allows users to amplify content from others to their followers without creating original content, effectively turning Instagram into a one-stop platform for various content styles. While this move is seen by some as a brilliant strategic adaptation, others question whether Instagram is losing its own identity by continuously borrowing ideas from other social media platforms.

From Stories to Reels, and now even a repost button, Instagram has consistently borrowed features from its competitors to remain relevant in an increasingly competitive digital landscape. This strategy began back in 2016 when Instagram introduced Stories, taking a cue from Snapchat’s disappearing photo and video posts. Despite initial skepticism, Instagram’s Stories quickly surpassed Snapchat in daily active users, proving that not only could it imitate, but also dominate.

Following the success of Stories, Instagram introduced Reels in 2020 as a response to TikTok’s growing popularity. The launch of Reels allowed Instagram to tap into the addictive short-video format that was taking over the social media space, and it quickly became a major feature for influencers, brands, and everyday users alike. The platform didn’t stop there, borrowing from Facebook’s Messenger app for its own Direct Messages, implementing features like group chats, disappearing messages, and media previews.

More recently, Instagram launched Threads, a text-first app designed as an alternative to Twitter during a turbulent period for X. Threads borrowed heavily from X's design and features, offering timelines, short text posts, and real-time updates, essentially creating a platform that felt very familiar to Twitter users.

Instagram's constant adoption of popular features from other platforms has helped the app remain at the forefront of social media, but there’s a downside. As the platform continues to absorb characteristics from its competitors, it risks losing the unique visual identity that once made it a standout in the social media world. Originally celebrated for its beautifully curated photos and creative posts, Instagram has now become a patchwork of features from Snapchat, TikTok, X, and Facebook.