With an Instagram collab post, two Instagram users can share the same post in their Feed or Reels.
This feature was launched as a test feature in select markets in June 2021. It was then launched to the general public in October 2021.
Collab posts are a strong tool that everybody in social marketing should learn about. They’re designed to reflect the ways creators and users work together with content.
This article will walk you through the what, why, and the way of Collab posts. We’ll also give you examples of how to use Instagram Collabs in your social media strategy.
What is an Instagram Collab post?
Simply put, an Instagram Collab post is a single post that appears in two different users’ Feeds or Reels. Collab posts appear in two places at once. Additionally, they share comments, likes, and the number of shares.
One person creates the post and then invites the other to be listed as a collaborator. As soon as the collaborator accepts, the post appears under both users’ accounts.
Source: @allbirds and @jamesro__
For now, Collab posts are only available within the Feed and Reels sections. That means that you can’t tag a collaborator in your Instagram Story or Live Stream.
You’re also limited to one collaborator per post only. However, Collabs continues to be described as a test, so these options could change in the future.
Why use an Instagram Collab post?
Instagram already offers users the ability to tag different accounts in their posts. What makes Collabs totally different?
The main reasons are discoverability and engagement. Once you create a Collabs post, you’re making it simpler for users to search out and interact with your content.
Collabs makes it easier for users to get from your collaborator’s post to your Instagram profile. Once you tag someone in a Feed post, the user has to tap the photo once to see the tags. Then they need to tap again to get to the tagged user’s profile. With Collabs, the person only has to tap once on the profile name shown within the header.
Instagram is making changes to the way it organizes users’ feeds. Having your content appear under two profiles may help your brand stay relevant. One new feature allows users to create customized lists of posts from accounts they select. With two accounts collaborating on a post, it’s more likely to end up in users’ customized feeds.
Instagram Collab posts reduce the amount of duplicate content promoting your brand. In case your collaborators are reposting the same content as your account, you’re competing with yourself for views and likes. With a Collabs post, a view from one account advantages everyone.
How to create an Instagram Collab post
Making a Collabs post is simple to do. However, the menu isn’t the easiest to search out.
Here’s the way to create a Collab post on Instagram:
- Create a Feed post or Reel as normal.
- Go to the Tag people menu.
- Invite a collaborator. Just one collaborator per post for now.
When you post your content, your collaborator will get an invitation in their DMs. Until they accept, your post will be hidden. Then, once they do, it goes live.