This post will explain how this new feature operates, its benefits for brands, and how to implement it. Plus, receive some advice on how to exploit it.

What is a collab post on Instagram?

In the fall of 2021, Instagram introduced the “Collabs” feature, which permits a single feed post to appear on the profiles of two different people.

Here is how it operates: User 1 will compose the message and then invite User 2 to collaborate. Once User 2 approves, the post will appear on the accounts of both users. Both parties will share ownership of the post and the engagement (likes, shares, comments).

Collabs is currently only accessible via the feed and Reels. Thus, you cannot add a collaborator to Stories, the Shop tab, or anywhere else.

Why use an Instagram Collab post?

collab post on instagram example

Collabs represents a tremendous possibility for influencers and companies.

Businesses collaborate with influencers in order to reach audiences they would not ordinarily, i.e. discoverability.

This capability enables them to land straight on the feed of their target audience without additional effort. They can also track performance much more easily; they no longer have to wait for influencers to send a report; instead, they can view analytics directly.

When two users share a post, the possibility of rivalry between them for interaction is eliminated.

From the perspective of the content developer, this functionality allows for greater openness and makes it easier to give product suggestions.

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How to Create an Instagram Collab Post

  1. Click the “+” sign to create a new feed or Reel post.

    how to create a collab post on instagram step 1

  2. Create a feed post or Reel then tap “Next.”

    how to create a collab post on instagram step 2

  3. Once the editing is done, tap “Tag People.”

    how to create a collab post on instagram step 3

  4. Tap on “Invite collaborator.”

    how to create a collab post on instagram step 4

  5. Search for the collaborator’s account and add them.

    how to create a collab post on instagram step 5

  6. Wait for them to accept. Once they do, the post will be shared with their followers and they’ll be listed as co-author.

how to create a collab post on instagram step 6

From the invitee’s perspective, they’ll receive a notification about being tagged on a post and will have to review the request.

how to create a collab post on instagram: how to accept invite

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Tips for Making Instagram Collab Posts

If you’re ready to get started using this feature, here are some ideas and tips on using collabs:

  • Use collabs for:
    • Giveaway winner notifications
    • Influencer partnerships
    • Follower shoutouts, i.e. user-generated content
    • Co-marketing campaigns
  • Make sure you have a pre-existing relationship with the users you invite to collaborate.
  • Only collaborate with creators whose audiences align with your ideal user persona.