Instagram’s next big Stories feature could let you compliment or trash talk other people’s feed posts, or embed a “see post” button to promote your own. A TechCrunch reader sent us these screenshots of the new feature, which Instagram confirmed to us is appearing to a small subset of users. “We’re always testing ways to make it easier to share any moment with friends on Instagram” a spokesperson wrote. Now those moments can include dunking on people.
Instagram has never had a true “regram” feature with the feed, just slews of unofficial and sometimes scammy apps, but this is perhaps the closest thing. Users often screenshot feed posts and share them in Stories with overlaid commentary, but this limited the cropping and commentary options. Making an official “reshare could unlock all sorts of new user behaviors, from meme curation to burn book shade throwing to social stars teasing their feed posts in their Stories. Brands might love it for using their Stories to cross-promote a big ad campaign. Employing Stories to drive extra Likes and comments to permanent posts could help them gain more visibility in Instagram’s feed ranking algorithm.
Here’s how the feed post to Instagram Stories sharing feature works. You pick any public, permanent Instagram post and tap a button to embed it in your Story. You can tap to change the design to highlight or downplay the post’s author, move and resize it within your Story post, and add commentary or imagery using Instagram’s creative tools. When people view the story, they can tap on the post embed to bring up a “see post” button which opens the permanent feed post.
Users who don’t want their posts to be “quote-Storied” can turn off the option in their settings, and only public posts can be reshared. Facebook says it doesn’t have details about a wider potential rollout beyond the small percentage of users currently with access. But given the popularity of apps like Repost For Instagram, I expect the feature to be popular and eventually open to everyone.
Quote-Storying could help keep the feed relevant as more users spend their time sharing to the little bubbles that sit above it. And it offers a powerful viral discover mechanism for creators who can now ask fans to quickly reshare their post rather than having to awkwardly screenshot and upload them.
While both Instagram and Snapchat have let people privately send other people’s posts to friends as private messages, Snapchat lacks a way to embed other Stories or Discover content in your Story. Snapchat may have pioneered the Stories format, but Instagram has been rapidly iterating with features like Super Zoom and Highlights to extend its user count lead over the app it cloned.
The move by Instagram further ties together the three parts of its app: the permanent feed, ephemeral Stories, and private Direct messaging. You can imagine someone finding a post in the feed, resharing it their story, then joking about it with friends over Direct. It’s this multi-modal social media usage that turns casual users into loyal, ad revenue-generating ‘Grammers.