Collaboration is an important part of the Instagram community. As such, Instagram finds ways on how Instagrammers can better connect with each other. The platform rolled out link stickers and re-shared stickers on Stories. It also rolled out branded content and remix options on Reels. All these features encourage engagement with other Instagram profiles. Today, Instagram tests partnership on posts and Reels. This is to encourage collaboration among Instagrammers.
Vishal Shah, VP of Product at Instagram, showed in his recent tweet that Instagram is testing a “Collab” function. This allows Instagram users to co-author feed posts and Reels. From the tagging screen, a user can invite another account for a partnership on a post or Reel. Once accepted, the post or Reel will be shared with the followers of both accounts showing on their headers. Comments, likes, and shares are also grouped for both accounts. Instagram is testing partnerships on posts and Reels to a small group of selected users globally.
Instagram tests partnership on posts and Reels on 21 July 2021.
Implications for Marketers:
Instagram’s partnership on posts and Reels is a great experiment to maximize engagement and reach. For marketers, such a function makes it easier for brands and influencers to collaborate. They can be a valuable partnership tool in promoting products and services.
