Instagram Introduces “Collab”

Instagram is finding more ways for people to connect within the platform. It has an existing collab manager that integrates branded content on public groups. The platform also houses paid partnership features and tools. Last July, Instagram started testing partnership options between posts and Reels. Today, Instagram introduces “Collab.”

Instagram Collaborations

Collab on Instagram is a new way for creators to co-author feed posts and Reels. Visa the tagging screen, an Instagrammer can invite another account to collaborate with an IG post or reel. The tagged account will receive an in-app pop-up. Once the tagged account accepted the Collab request, they can now mix and match an IG post or reel.

Collab posts and Reels will be shared on both accounts. As they are live on the profile grid of both users, each account will show organic insights such as likes and views, etc. Instagram notes that Collab is not a way to co-create content. Rather, it is an option to co-author a post or reel.

Instagram introduces “Collab” on 19 October 2021.

Implications for Marketers: 

Instagram Collab is a cool feature to mix and match posts and Reels. It allows easier collaboration between influencers and marketers. It also makes it easier for brands to partner with each other.


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