What is a Repost?
A repost is sharing someone else's post with your own followers, either as-is or with your own comment added. Networks name it differently: Repost and Quote on X, Repost on LinkedIn, TikTok and Instagram, and Share on Facebook.
Updated · 3 min read
Why reposting matters
Reposting spreads good content further with little effort. For brands it's a way to share customer praise, partner news or user-generated content, to show you're part of a community rather than only talking about yourself, and to keep your profile active between original posts. When other people repost your content, it's one of the strongest signs that it's worth recommending.
How each platform handles reposts
| Platform | Name | How it works |
|---|---|---|
| X | Repost and Quote | Repost shares a post as-is; Quote adds your comment above it |
| Repost | Repost instantly, or choose “Repost with your thoughts” to add commentary | |
| Repost and Share to Story | Reshare public posts and Reels with your followers, or add them to your Story | |
| TikTok | Repost | Shows a video to your followers without adding it to your own videos |
| Share | Share to your feed, a Page, a group or your Story, with optional text |
How to measure the effect
Count reposts and shares of your content as a sign of amplification, and compare the reach of widely reposted posts with the rest. For content you repost, check whether it earns engagement comparable to your originals.
Etiquette and rights
- Use native repost tools where possible; they credit the creator automatically.
- Ask permission before downloading and re-uploading someone's photo or video, and credit them clearly.
- Don't remove watermarks or crop out credits.
- When you quote or add thoughts, say why it matters to your audience.
A worked example
A hotel spots a guest's Reel of its rooftop pool. Instead of downloading it, the hotel asks for permission in the comments, reposts it with credit, and shares it to its Story with a booking link. The guest gets exposure, the hotel gets authentic proof, and nobody's rights are ignored.
Common mistakes
- Reposting without credit, which damages trust and may infringe copyright.
- A profile made mostly of reposts; Instagram has said it favors original content in recommendations.
- Quote-posting to mock people, which amplifies exactly what you disagree with.
Repost FAQ
What is the difference between a repost and a retweet?
On X they're the same thing: the platform renamed Retweet to Repost in 2023. Repost is now the common term across most networks.
Is reposting someone's content legal?
Using a platform's built-in repost or share tool is generally allowed by its terms. Downloading and re-uploading someone's photo or video without permission can infringe their copyright, so ask first and credit them.
Do reposts help reach?
Reposts put content in front of the reposter's audience, so widely reposted content reaches more people. Reposting other people's content on your own account rarely grows your reach as much as original posts do.