With an Instagram collaborative post, two users can share the same post on their own Feeds or Reels.
This feature became available as a test feature in select markets in June 2021. It was then made generally available in October 2021.
you 🤝 me
We’re launching Collaborations, a new way to co-author Feed posts and Reels.
Invite an account to become a collaborator:✅Both names will appear in the header
✅Share to both groups of followers
✅Live on both profile grids
✅Share views, likes and comments pic.twitter.com/0pBYtb9aCK– Instagram (@instagram) 19 October 2021
Collab posts are a powerful tool that anyone in social marketing should know. It is designed to reflect the way creators and users actually interact with content.
This article will walk you through the what, why and how of Collab posts. We’ll also provide examples of how to use Instagram Collaboration 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. Collaboration posts appear in two places at once. They also share comments, likes, and number of shares.
One user creates the post and then invites the other to be listed as a collaborator. When the collaborator accepts, the post will appear on both users’ accounts.
Source: @allbirds and @jamesro__
For now, Collaboration posts are only available in the Stream and Reels sections. This means you can’t tag a collaborator in an Instagram Story or Live stream.
You are also limited to one collaborator per post. However, Collabs is still defined as a test, so these features may change in the future.
Why should you use an Instagram Collab post?
Instagram already gives users the ability to tag other accounts in their posts. What makes Collabs different?
main reasons discoverability and get engaged. When you create a Collaboration post, you make it easy for users to find and interact with your content.
Collaborations makes it easy for users to get to your Instagram profile from your collaborator’s posts. When you tag someone in a Feed post, the user has to tap the photo once to see the tags. Then they have to tap again to get to the profile of the tagged user. With Collaborations, the user only needs to tap the profile name shown in the header once.
Instagram is making changes to the way users edit their posts. Having your content appear under two profiles can help keep your brand relevant. A new feature allows users to create custom post lists from accounts they choose. With two accounts collaborating on a post, users are more likely to end up on their private posts.
Instagram Collab posts reduce the amount of duplicate content promoting your brand. If 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 benefits everyone.
How to create an Instagram Collab post?
Creating a Collabs post is easy. But the menu is not the easiest to find.
Here’s how to make a Collab post on Instagram:
- Normally create a Broadcast post or Reel.
- go to tag people Menu.
- Invite a collaborator. Currently only one collaborator per post.
After submitting your content, your collaborator will receive an invitation in their DM. Your post will be hidden until they accept it. Then, once they do, it goes live.
Tips for making Instagram Collab posts
This section provides concrete examples of how to make Collab posts on Instagram. We’ll help you get the most out of Collaborations for your brand.
Collaborate with influencers and creators
Collaboration posts are a great way to coordinate your brand’s Instagram presence with influencers promoting you.
The share of social media marketers using influencer marketing has been growing steadily since 2019. Instagram Collaboration posts help you highlight this important part of your marketing.
Source: eMarketer
Note that Instagram Collabs does not replace the branded content tag. If you have a creator account that uses the branded partners feature, you’ll still need to tag your spon-con to stay compliant with advertising regulations.
The Collaboration post between @jenneatsgooodand and @drinkculturepop uses the Collaboration tag to share the post. It also uses a paid affiliate notice to explain that this is an advertisement.
Create Instagram Collab posts with other brands
Collaborations between brands are a natural fit for Instagram Collab posts.
Group promotions allow two brands to combine their resources. This way, they have a greater reach than any individual marketing initiative.
Cross-brand collaborations can make your rewards and giveaways more attractive. Combine your product with a complementary brand and watch your engagement soar.
Use Instagram Collaborations to make sure you and your partner are maximally discoverable.
You can also collaborate across different parts of your brand’s online presence. Adidas uses a Collab tag to coordinate shipments between their main account and their basketball line.
Send alerts for user-generated content
User-generated content is already an essential part of social marketing. Collabs takes the benefits it brings to another level.
Gaining the trust of your target audience is essential for successful social marketing. And the appearance of authenticity created by publishing user-generated content is an effective way to earn that trust.
Giving credit to your audience when they create content for you emphasizes its authenticity for other users. It also provides interaction. After all, who wouldn’t want to get a shout out from their favorite brand?
The @bodegacatsofinstagram account would not have content without user submissions. Collab tags would be well suited to represent this relationship.
Tag contest winners with Collabs posts
Turn user engagement into content by highlighting Instagram contest winners in your feed.
Show real people winning your competitions and encourage participation. Tag contest winners in a Collaboration post to connect with people who want your product.
Dick’s Drive-In may use Collaborations to showcase entrants in the Empty Bag Art Contest.
Keep Collaborations on target
Each Collab post can only have one other collaborator. They also need to be manually approved by the other party. This makes the feature best for close and intimate collaborations.
If you want lots of people involved in a single post, it’s best to use a feature like user tags or hashtags.
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