Instagram challenges Snapchat with new ‘Instagram Map’

Instagram is rolling out a wave of new features aimed at enhancing social discovery and interaction, headlined by Instagram Map — a tool that allows users to share their most recent location with friends and explore location-based content. The Meta-owned platform is also launching a Reposts feature and expanding its “Friends” tab in Reels to a global audience.

Instagram Map: A New Spin on Location Sharing

Instagram Map is being positioned as a direct competitor to Snapchat’s popular Snap Map, which boasts over 400 million monthly active users. Much like Snap Map, Instagram Map allows users to see where their friends have recently been and explore content posted from those locations. However, there are key differences:

• Location sharing is off by default.
• A user’s location only updates when the app is opened, avoiding real-time tracking.
• Unlike apps like Find My or Snap Map, Instagram only allows live location sharing in DMs for up to one hour — not indefinitely.

The feature also introduces the ability to leave short messages ("Notes") on the map, expanding on the Notes format already present in Instagram’s DM section. This new functionality creates an opportunity for friends to coordinate hangouts or discover events, restaurants, and other spots their friends or favorite creators are engaging with.

Not Just for Sharing — Also for Discovery

Instagram emphasizes that even users who don’t share their location can still use the map to browse public, location-based posts. For example, if a friend uploads a story from a local music festival, or a creator posts a reel about a nearby café, that content will appear on the map — making discovery more social and context-driven.

This move also gives Instagram a chance to recapture users from Zenly, a once-popular social map app that Snap acquired and shut down in 2023.

Instagram Map is launching first in the United States starting Wednesday, with a global rollout to follow. The feature can be accessed from the top of a user’s DM inbox.

Reposts Feature: Instagram Embraces Sharing

Instagram is also introducing Reposts, enabling users to reshare public reels and feed posts. This functions similarly to TikTok’s repost feature or the classic Twitter (now X) retweet.

• Reposts will appear in a new “Reposts” tab on users’ profiles.
• They may also appear in followers’ feeds.
• Users can add a comment or thought to the repost before publishing.

This addition provides users with a simple way to amplify content they enjoy while giving creators a broader reach.

“Friends” Tab in Reels Goes Global

Initially launched in the U.S., Instagram’s “Friends” tab within Reels is now being rolled out globally. This feature showcases public Reels that friends have liked, commented on, reposted, or created — offering a personalized way to discover content based on social interactions.

For those who prefer a more private browsing experience, Instagram is introducing privacy controls:

• Users can opt out of sharing their likes, comments, and reposts in the Friends tab.
• They can also mute content interactions from specific people.

A Clear Move Against Snapchat — and TikTok

With Instagram Map directly challenging Snap Map and Reposts mimicking TikTok and X features, Meta is once again blending successful social media elements into its own platform. The goal: increase engagement, enhance content discovery, and make Instagram even more socially dynamic.

As Meta continues to evolve Instagram into a multi-layered social ecosystem, these new tools mark another step in its strategy to stay ahead in a highly competitive market.