When content is shared on social media, there are generally two ways that it can be redistributed – through sharing or reposting. While these terms are sometimes used interchangeably, there are some key differences between sharing and reposting content that are important to understand.
What is sharing?
Sharing refers to when a social media user takes content that was originally posted by another user or page and shares it to their own profile or page. This allows the content to be visible to the sharer’s followers and network. Some examples of sharing content on social media include:
- Sharing a tweet on Twitter by retweeting it
- Sharing a Facebook post or page post to your own timeline
- Sharing an Instagram photo or video to your Instagram story
- Sharing a YouTube video or channel to your own social networks
When content is shared on social media, it will include information about the original source of the content. For example, a retweet on Twitter will still show the original tweeter’s username and profile information. A Facebook share will include the name of the original poster or Page where it was posted. This gives proper attribution to the original creator.
What is reposting?
Reposting refers to uploading or duplicating content that was originally posted by someone else and posting it to your own social media as if it was your own new, original content. Some examples include:
- Downloading someone else’s Instagram photo and uploading it directly to your own Instagram feed
- Saving a video from YouTube and uploading it to your TikTok account
- Copying text or images from a tweet and tweeting the same content from your own Twitter account
When content is reposted instead of shared, the original creator is often not attributed or linked back to. The content is essentially duplicated and redistributed without permission or acknowledgment of the actual source.
Key Differences Between Sharing and Reposting
While sharing and reposting both involve redistributing content posted by someone else, there are some important differences:
Sharing | Reposting |
---|---|
Retains attribution to the original creator and source of the content | Frequently removes attribution to the original source |
Reshares the content through official platform sharing tools like retweet, share buttons, embeds, etc. | Downloads, saves, or duplicates the content and reuploads as new |
Does not require permission from the original poster | Violates copyright and ownership rights if done without permission |
Analytics track shares separately from original posts | Reposts may be indistinguishable in analytics from original content |
In summary, sharing redistributes content using official platform tools while giving credit to the original poster. Reposting duplicates content without permission and removes attribution to the original source.
Is reposting illegal?
Reposting content without permission can sometimes violate copyright law. Here are some things to keep in mind:
- Copyright applies to original creative works like photos, videos, music, writing, art, and other media. Facts and data are not protected by copyright.
- You generally need permission from the copyright holder before reproducing their content. This includes reposting it online.
- Reposting minor excerpts for commentary or criticism may qualify as fair use. Reposting full copies without adding new meaning generally does not qualify as fair use.
- Sites like YouTube may use automated copyright detection tools that can catch some reposted content and lead to removal or strikes against the reposter’s account.
Ultimately, the legality of reposting depends a lot on the context, how much was reposted, whether it’s transformative in some way, and other factors. When in doubt, it’s better to share content through official channels rather than repost.
Why is reposting frowned upon?
Even when it doesn’t amount to full copyright infringement, reposting content without permission is widely frowned upon for a few key reasons:
- It allows the reposter to benefit from content they didn’t create, potentially monetizing it through advertising or influence without sharing value back to the creator.
- It strips attribution from the actual creator, denying them credibility for their work.
- It can allow misinformation to spread if reposted out of context presenting an altered narrative.
- Reposters may build a following by repeatedly using others’ content rather than posting original media.
For content creators who rely on their intellectual property and online influence, reposting can feel like theft and make it harder to benefit from their own labor. Apps like Instagram have had to crack down on accounts that heavily repost others’ content without permission for this reason.
Best practices for sharing vs. reposting
When it comes to properly attributing content, some best practices include:
- Always share using official platform tools like retweet, embed, and share buttons whenever possible.
- If sharing outside of built-in tools, be sure to credit the original creator visibly.
- Before reposting any full copies of content, reach out to the creator for permission first.
- If you want to re-share a notable excerpt, quote, or minor snippet, you may not need permission, but still visibly attribute it.
- Transformatively remixing or editing content before sharing it again often falls more safely under fair use.
- Research public domain and copyright/fair use rules if you are unsure whether a repost requires permission.
Following these best practices helps ensure original creators receive proper credit for their work while also protecting yourself legally and ethically.
Conclusion
At the end of the day, sharing and reposting both help spread content to new audiences. However, sharing properly attributes the content to the original creator and sources it through official platform tools. Reposting without permission, on the other hand, frequently violates attribution ethics and can even violate copyright law in some cases.
To maintain trust with your audience and other creators, it’s important to credit others for their intellectual property. Make sure you share content in a way that gives visibility back to the original poster whenever possible. With proper attribution, you can help amplify great content without appropriating it as your own.