How to Use Instagram Collab Posts
/
In their efforts to stay relevant and serve many audiences, Instagram keeps adapting quickly and adding new features. Instagram Collab posts were announced in late 2021, but I still see a lot of confusion surrounding this feature. This feature is particularly useful for brands and influencers, especially when partnering IRL and are looking to increase their reach online. Today, I’ll walk you through what exactly an Instagram Collab post is, when to use one, why they’re beneficial to your social media strategy, and how to create one. Let’s dive in!
What is an Instagram Collab post?
An Instagram Collab post is simply a post (a photo or a Reel) co-authored by two accounts that shows up on both profiles simultaneously. Typically, the two accounts will partner behind the scenes and craft the image/video and copy, then one person creates the post and invites the second post to collaborate. After the second person accepts, the post and all comments, likes, and shares appear on both profiles.
Keep in mind that a Collab post can only have one collaborator (not including yourself). Also, this is only available for in-feed content, not Stories or Lives. If the person who created the post archives or deletes it or deactivates their Instagram, it will disappear from the second person’s profile as well.
When would I want to use an Instagram Collab post?
Any real world partnership is ripe for an Instagram Collab post! Here are some examples:
A coffee brand partners with a popular artist on the design of a new bag of coffee and shares the final design in a Collab post.
A local theater and an arts organization utilize a Collab post to announce an upcoming show.
A candle brand launches a giveaway in partnership with an influencer and shares the rules for the giveaway in a Collab post.
A TV show receives amazing fan art in a DM and shares it in a Collab post to offer the artist recognition and appreciation.
A celebrity has a podcast with a separate Instagram account and utilizes a Collab post to highlight new episodes of their podcast on their main profile.
Giveaway example: a partnership between libro FM and bookshop for indie bookstore day 2023
Clearly, there are endless opportunities for brands to use this handy tool!
It’s worth noting that Instagram Collabs aren’t meant to be used at random. Since they have to be manually approved by the other party, the other party should be expecting to receive a Collab request. One of my clients frequently receives Collab requests from users who aren’t on our radar at all; those requests go ignored. Some folks who are trying to build their brand as influencers will try sending Collab requests on the off chance that the brand accepts, which will then help the wannabe influencer grow their own following. Make sure to keep your Collabs strategic and authentic. More Collabs does not mean better.
Why are Instagram Collab posts advantageous to use?
The primary reason to use an Instagram Collab post is to increase your reach. The Instagram algorithm is a frequent source of frustration for most of us, so anything that helps get more eyeballs on your content is worth trying! Because your content will be shared with the audience of whoever you’re collaborating with, it’ll automatically reach more people than it normally would. This improved reach can also boost your engagement and increase followers.
How do I set up an Instagram Collab post?
Creating an Instagram Collab Post
The first creator will:
Create a photo or video post as you typically would.
Update any additional fields as needed (location, music, product tags, etc.)
Choose ‘Tag People’
Choose ‘Invite Collaborator’
Search for who you want to collaborate with, select their account, then tap ‘Done.’
Finally, double check and tap ‘Share.’
Accepting an Instagram Collab Request
The second creator will need to:
Go to your notifications or DMs.
Tap ‘Review.’
Then select ‘Accept.’
Voila! Your Instagram Collab post is live. For any lingering questions, see Instagram’s guide for Collab posts.
I hope this helps clarify the benefits and logistics of Instagram Collab posts. What will your first Instagram Collab be? Good luck and happy posting!
For more social media insights, check out my unboring email newsletter.
