In this post, we’ll dive into how this new feature works, the benefits for brands, and the steps to use it. Plus, get a few tips on how to leverage it.

In the Fall of 2021, Instagram announced the “Collabs” feature, which allows an feed post to live on two users’ profiles.

Here’s how it works: User 1 will create the post and invite User 2 to be a collaborator. Once User 2 accepts, the post will live on both users’ profiles. They will both share ownership of the post as well as the engagement (likes, shares, comments).

Currently, Collabs is only available in the feed and on Reels. That means that you can’t add a collaborator on Stories, the Shop tab, or anywhere else.

Businesses work with influencers to reach audiences they normally wouldn’t, i.e. discoverability.

This feature allows them to land directly on their target audience’s feed without having to do more work. They can also track performance much easier – no need to wait for influencers to send a report, they can look at the analytics directly.

Lastly, when two users share a post, they remove the risk of competition with both fighting for engagement.

From the content creator’s perspective, this feature not only allows for more transparency but also makes it easier to share product recommendations.

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

Note: If your request is denied, the invitee will still be tagged in your post but will not be listed as a co-author and it will not show up on their feed.

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