Instagram Collab posts are one of the coolest ways to grow your reach, without paid ads or boosting posts. With this feature, two accounts can share the same content, meaning both are seen by each other’s followers and tell a story together.
Whether you’re collaborating with another brand, working with an influencer, or creating something fun with a fellow creator, learning how to use Instagram collab posts can increase your credibility, brand awareness, and engagement.
In this guide, we’ll walk you through how to create a collaborative post step-by-step, explain how it can help your visibility and engagement, and share creative ideas to spark your next collaboration.
TL; DR
- Instagram Collab Posts allow two or more accounts to share the same post or Reel, combining audiences, engagement, and visibility in one shared effort.
- To create a Collab Post, simply upload your post or Reel, tap “Tag People → Invite Collaborator,” select the account you want to partner with, and share once they accept the invite.
- By partnering with relevant creators or brands, businesses can build credibility, boost engagement, and showcase authentic storytelling that feels more organic to followers.
What Is an Instagram Collab Post Feature?
An Instagram collab post is a post or video that appears on both accounts at the same time, displaying on both profiles and being shared with both audiences in the feed. However, the original author may invite up to five collaborators means a total of 6 people can collaborate on a single post. When you invite someone to contribute, their name displays alongside yours in the post header, and likes, comments, and views are distributed among collaborators’ accounts.
This feature promotes reach, engagement, and visibility by allowing two creators or brands to share the same content without posting it individually. You can send a collaboration invite when uploading a post or reel, and the recipient must accept it before it is published as a collaboration.
The Instagram collab post feature was first rolled out in October 2021, and since then, it’s become the best feature for creators, influencers, and brands looking to grow faster together.
Collaboration posts are often used when:
- A brand and an influencer team up on a campaign
- Two creators co-produce a Reel or video
- A brand and customers collaborate to share testimonials and feedback
- A business partners with another company for a joint promotion
For example, Microsoft collaborated with four influencers to share a glimpse from the House of Black TechXellence event.
Collaboration Characteristics According to Instagram:
- The original author owns the collab post. So, if the author deletes the post, it will be removed from both profiles.
- The original author can remove a collaborator at any time, and collaborators can leave the collaboration at any time. But in both cases, the post will be preserved on the original author’s profile.
- The collab post follows the author’s account settings. For example, if they switch their account from public or business to private, in that case, only the author’s followers can see the post.
- If the author deactivates their account, then the post will disappear from all collaborators’ profiles. And, in case the author reactivates their account in the future, the post will be restored on other profiles, too.
What Makes a Collab Post Unique?
- Dual Ownership: Both users’ names appear at the top of the post, symbolizing shared authorship.
- Extended Reach: The post, whether it’s a feed post, Reel, becomes visible to both sets of followers, boosting its reach.
- Joint Profile Display: The post appears on the profile grids of both collaborators, reflecting their joint efforts.
- Shared Engagement: Likes, comments, and views are combined, offering a unified metric of engagement.
Collab posts on Instagram are a powerful way for individuals and brands to leverage each other’s audiences and creativity, resulting in increased visibility and engagement on the platform.
How to Collaborate on Instagram and Does It Work?
Creating a Collab feed post or Reel is easy; you just need to invite or add another account as a collaborator before publishing. Once the invite is accepted, the post appears on both profiles and shows up in both feeds and profile grids, sharing the same likes, comments, and reach.
How it works for private profiles:
- A private account can invite another private account only if the invited account already follows them.
- A private account can also invite a public account for collab, but the post will become public once accepted, and the private user must confirm they’re okay with that.
How it works for public profiles:
- A public or business Instagram profile can invite other public accounts to collaborate without any restrictions.
- Similarly, a public account can invite a private account, but the private collaborator will only see the post in their feed if they already follow the public account.
How to Make Collab Posts on Instagram? (Step-by-Step)
Step 1: Create Your Post
After logging into your account, tap the “+” icon and choose Post. Now, select your photo or carousel images — add filters or edits, then click Next.
Step 2: Add caption and tags
Next, write your caption, and add your location or hashtags if needed. And, you will see the ” Tag people option just below the caption.
Step 3: Invite collaborators
Now tap on Invite collaborator, then you will see the search bar, where you can type the username of the person or brand you want to collaborate with and select their profile. You can add more than one collaborator if needed (max up to 5). Now, click “Done” if you have finished.
Step 4: Review and share
Before sharing a post, you should double-check the post details (you can also change post settings) and then click on the “Share” button. And, your collaborator(s) will receive a collab request in their DMs.
Step 5: Wait for approval
Once they “Accept” the request, the post will appear on both profiles and in both feeds with your username so followers can see your post and engage. If the collaborator does not accept your collab invite, don’t worry, the post will still appear on your feed as usual without the co-author tag.
Posting a collaboration on Instagram Reels works almost the same way as creating a regular collab post; you just invite your collaborator before sharing your Reel.
Note: Use the Branded Content Tag for Paid Partnerships Collaboration
If your collab post or Reel is part of a paid partnership or promotes a brand (usually with creators or influencers who get something in return), it counts as branded content. In that case, you must use Instagram’s “Paid partnership with [brand name]” tag. This makes the collaboration transparent for the Creator’s audience and keeps you compliant with Instagram’s advertising rules.
How to Accept an Instagram Collab Post Invite
Once someone tags you as a collaborator (or you tag a creator for a collab), you’ll get a notification in your Instagram activity feed. To make the post visible on your profile, just follow these steps:
- Step 1: Go to your Activity tab (the heart icon on the top right).
- Step 2: Find and open the collaboration invite notification.
- Step 3: Tap Review to see the post details.
- Step 4: Tap Accept to confirm the collaboration.
After you accept, the post or reel will instantly appear on your profile and feed.
Benefits of Using Instagram Collab Posts
Collab posts on Instagram are one of the easiest ways to grow your reach, boost engagement, and simplify how you work with others. Whether you’re teaming up with a brand, another creator, or even a customer, Collaboration posts help you get more eyes on your content with half the effort.
1. Reach a Wider Audience
Collab posts appear on both (or all) collaborators’ profiles and feeds, meaning your content instantly reaches two sets of followers at the same time.
Example: If a fitness coach partners with a nutrition brand on a workout reel, followers from both sides see it, helping both grow their customer base by opening doors to a new audience. It’s a great way to get discovered by people who might never have found your profile otherwise.
When we analyzed 4.4 million posts in our Instagram trends report, we realized that when you partner with 4-5 collaborators, your content gets 3.8 times higher reach. This cross-pollination of posts can significantly increase your reach, introducing your brand or profile to potential new followers.
2. Boost Engagement and Visibility
Collaboration postings tend to spark discussion. When your material appeals to both your followers and the audience of your collaborators, you’ll get more likes, comments, and shares.
The Instagram algorithm values engagement, so this can increase your total visibility. Both accounts reap equal benefits, making it a win-win situation for creators, influencers, and brands.
You can explore more Instagram engagement ideas from this article by SocialPilot to further enhance your reach and interaction strategy.
3. Simplify Collaboration and Save Time
Instead of each account posting the same content separately, collaboration posts allow one upload to appear on multiple profiles at once. This keeps everything consistent and saves time since you don’t need to repost or manually tag every collaborator. It’s perfect for joint campaigns, creator product promotion, giveaways, product launches, or co-created content like interviews or tutorials.
4. Builds Brand Authenticity
Last but not least, authenticity is one critical component to standing out in this IG creator’s jungle. According to the DemandSage report, nearly 2 billion people watch Reels monthly because users love to interact with quality short video content, but it needs one essential ingredient – authenticity.
Working together with like-minded partners helps strengthen the authenticity of your brand. You can produce content that connects with your target audience and establishes credibility and trust when you collaborate with partners who share your beliefs and aesthetics.
6 Creative Ways to Use Instagram Collab Posts [Examples]
Struggling to brainstorm fresh ideas for your next Instagram collaboration? Well, you’re in the right place.
Let’s dive into six super creative strategies that brands and creators are using to amplify their reach:
1. Collaborating With Influencers and Content Creators in Your Niche
Collaborating with influencers and content creators who align with your brand can create something really special. Learn more about Instagram influencer marketing to discover how these partnerships can help your brand grow.
Why?
This partnership allows for storytelling that’s both authentic and resonates with your audience. When these collaborators share their unique experiences with your brand, it’s like giving your audience a VIP pass to what’s trending and trustworthy.
A food review influencer partnering with DoorDash, a top food delivery app, created a raw, engaging food review Reel, showing real reactions, not rehearsed scripts.
2. Partnering With Other Brands with Similar Value
Collabs aren’t just about people; they’re about brands too. Find a brand that complements yours and create something epic together. Imagine a coffee brand and a menstrual hygiene brand creating a giveaway campaign.
For example, it’s like telling your audience, “We understand your love for Food and your concern about oral health.” That’s what @KFC and @hismile did with their collaboration.
How about co-creating a limited edition something? It could be anything – a fashion piece, a gadget, a flavor – the sky’s the limit. Tease it, launch it, and watch the buzz grow.
3. Showcasing User-Generated Content
Real talk – there’s nothing more powerful than showing off how real customers love and use your products. There’s a unique power in showcasing real customers’ experiences with your products. It authenticates your brand and creates a sense of community.
Something you can consider trying for your brand? Consider implementing a ‘Customer of the Month’ feature. It’s a heartfelt way to acknowledge and appreciate your customers, showing them and your wider audience that you value their support and engagement.
4. Tagging Contest Winners
Who doesn’t love a good contest? Use collab posts to announce your winners and make them feel like celebs. It’s a win-win: they get their moment of fame, and your audience gets amped up to participate next time.
And why not throw in some interactive challenges?
Encourage your audience to use your product in innovative ways and feature these creations. It’s a strategy that not only fosters engagement but also highlights the versatility and appeal of your products.
5. Allowing Creative Freedom to Collaborators
Giving creative control to your collaborators can lead to some astonishing content. By empowering them to infuse their unique personality and creativity into your brand’s narrative, you keep the content vibrant and engaging. This approach offers your audience something fresh and unexpected, keeping their interest piqued.
A good example here is the Reel collaboration below between @Apple and @hannibalsaikaku. You can consider starting a series where each collaborator contributes their distinctive touch. It’s similar to offering your audience a new, intriguing episode of their favorite series every week. Those strategies not only improve engagement but also showcase the versatility of your brand through diverse creative lenses.
6. Being Strategic About Audience Targeting
Last but not least, be smart about who you’re speaking to.
Want to tap into the Gen Z crowd? Partner with influencers they adore. Want to tap into the Gen Z crowd? Partner with influencers they adore. For a detailed breakdown of how to do this right, check out these influencer marketing strategies.
Looking to go local? Team up with brands or influencers from that area and add a local twist to your content.
This approach is all about forging deeper connections with your audience by speaking directly to their interests and preferences. It’s a strategic way to ensure your content isn’t just seen but also feels relevant and engaging to viewers.
6 Inspiring Case Studies of Instagram Post Collaboration
Want ideas for your next Instagram collaboration? Here are creative ways brands and creators are using collab posts to grow reach, boost engagement, and tell authentic stories.
1. Nike Football × Erling Haaland
Nike teamed up with football superstar Erling Haaland to celebrate his record-breaking Premier League debut season. The campaign used the hashtag #Force9 (a nod to Haaland’s jersey number) and featured dynamic Reels showcasing his training and on-field moments with the slogan “Born to Goal”. Then
This collab post not only celebrated Haaland’s achievements but also amplified Nike’s presence among global football fans, blending sports storytelling with brand energy.
2. Porsche × Aimé Leon Dore
Luxury car brand Porsche collaborated with New York fashion designer Aimé Leon Dore (ALD) to create a unique 933 Turbo that combines Porsche’s historical workmanship with ALD’s current streetwear aesthetic.
While the car was not for sale, the corporation generated a lot of attention with limited-edition products and social media storytelling. It wonderfully matched both brands’ common principles of legacy, aspiration, and design quality, keeping Porsche culturally relevant while strengthening ALD’s luxury image.
3. Spotify × Music Artists
Spotify frequently uses Instagram collab posts with musicians to announce new album releases, playlists, or Wrapped highlights. For instance, when an artist drops a new track, Spotify might share a collab post featuring the artist’s visual alongside playlist artwork, ensuring the content appears in both feeds simultaneously.
This strategy amplifies visibility and drives streaming engagement from both communities.
5. Canva × Small Creators
Canva often collaborates with small business owners, designers, and educators to share real success stories using its design tools. Through Collab Reels, Canva showcases how entrepreneurs create logos, social posts, and marketing materials with ease, making the content inspiring and educational.
This approach not only highlights Canva’s features but also builds community by celebrating creators’ achievements.
6. PANGAIA × Emily Mouu
Sustainable fashion brand PANGAIA collaborated with wellness creator Emily Mouu to blend mindfulness and conscious living with eco-friendly fashion. Rather than just sponsored posts, Emily hosted yoga and wellness events for the brand, creating both digital and real-world engagement.
Her content showcased PANGAIA products in everyday, authentic moments, such as yoga sessions, nature walks, and self-care routines. Brand should align with creators who share your values to build authentic, purpose-driven collaborations that feel genuine and community-led.
Start Creating Powerful Collab Posts
Instagram Collab posts are more than just a fun feature; they’re a smart way to grow your audience, boost engagement, and build real connections with other creators and brands. By sharing one post between two accounts, you get twice the visibility, double the credibility, and a fresh way to tell your story together.
Whether you’re launching a new product, teaming up with an influencer, or just trying something creative with a friend, collaboration can help your content reach people who might have never found you otherwise.
So don’t be afraid to experiment, try out a few of the Collab ideas we shared, see what works best for your audience, and keep building those partnerships that make your brand stronger.
If you’re ready to take your Instagram strategy even further, tools like SocialPilot can help you plan, schedule, and analyze your posts, so every collaboration gets the attention it deserves.
Explore our pricing plans today!