How to Use Instagram Collab Post to Increase Reach

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How to Use Instagram Collab Post to Increase Reach


With an Instagram collab post, two users can share the same post in their own Feed or Reels.

This feature was launched as a test feature in select markets in June 2021. It was then released to the general public in October 2021.

Collab posts are a powerful tool that everyone in social marketing should know about. They’re designed to reflect the ways 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 you with 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’ Feed or Reels. Collab 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. Once the collaborator accepts, the post appears under both users’ accounts.

allbirds and jamesro_ Instagram collab post

Source: @allbirds and @jamesro__

For now, Collab posts are only available in the Feed and Reels sections. That means that you can’t tag a collaborator in an Instagram Story or Live stream.

You’re also limited to one collaborator per post. However, Collabs is still described as a test, so these features could change in the future.

Why use an Instagram Collab post?

Instagram already gives users the ability to tag other accounts in their posts. What makes Collabs different?

The main reasons are discoverability and engagement. When you create a Collabs post, you’re making it easier for users to find and interact with your content.

Collabs makes it easier for users to get from your collaborator’s post to your Instagram profile. 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 tagged user’s profile. With Collabs, the user only has to tap once on the profile name shown in the header.

Instagram is making changes to the way it organizes users’ feeds. Having your content appear under two profiles can help your brand stay relevant. One new feature allows users to create custom lists of posts from accounts they choose. With two accounts collaborating on a post, it’s more likely to end up in users’ custom feeds.

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

Making a Collabs post is easy to do. But the menu isn’t the easiest to find.

Here’s how to do a Collab post on Instagram:

  1. Create a Feed post or Reel as normal.
  2. Go to the Tag people menu.
  3. Invite a collaborator. Only one collaborator per post for now.

tag people on new post

invite collaborator to photo of cat

Once 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.

Tips for making Instagram Collab posts

This section provides you with concrete examples of how to do Collab posts on Instagram. We’ll help you get the most out of Collabs for your brand.

Collaborate with influencers and content creators

Collabs posts are a great way to coordinate your brand’s Instagram presence with the influencers promoting you.

The share of social media marketers using influencer marketing has been rising steadily since 2019. Instagram Collab posts help highlight this important part of your marketing activities.

share of US marketers using social media and influencer marketing 2019-2022

Source: eMarketer

Just remember that Instagram Collabs doesn’t take the place of a branded content label. If you have a creator account that uses the branded partners feature, you still need to label your spon-con to stay compliant with advertising regulations.

The Collabs post between @jenneatsgooodand and @drinkculturepop uses the Collab tag to share the post. It also uses a paid partnership notice to disclose that it’s an ad.

Create Instagram Collab posts with other brands

Collaborations between brands are a natural fit for Instagram Collab posts.

Group promotions let two brands pool their resources. This way they have a greater reach than any individual marketing push.

Brand-on-brand collaborations can also make your prizes and giveaways more attractive. Combine your product with a complementary brand and watch your engagement take off.

Use Instagram Collabs to make sure you and your partner are maximally discoverable.

You can also collaborate between different parts of your brand’s online presence. Adidas uses a Collab tag to coordinate posts between their main account and their basketball line.

Send shouts-out for user-created content

User-generated content is already an important part of social marketing. Collabs takes the advantages it brings to another level.

Earning your audience’s trust is critical for successful social marketing. And the appearance of authenticity that posting user-created content creates is an effective way of getting that trust.

Crediting your audience when they create content for you highlights its authenticity for other users. It also drives engagement. After all, who doesn’t want a shout-out from their favorite brand?

The @bodegacatsofinstagram account wouldn’t have content without user submissions. Collab tags would be a great fit to represent this relationship.

Tag contest winners with Collabs posts

Turn user engagement into content by highlighting Instagram contest winners in your Feed.

Show that real people are winning your contests and encourage engagement. Tag contest winners in a Collabs post to connect with the people who want your product.

Dick’s Drive-In could use Collabs to show off participants in their Blank Bag Art Contest.

Keep Collabs targeted

Each Collab post can only have one other collaborator. They also have to be manually approved by the other party. This makes the feature best for close, intimate collaborations.

If you’re looking to get large numbers of people involved in a single post, it’s best to use a feature like user tags or hashtags.

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