Creators of the ‘gram, this one’s for you!


Instagram is testing out “Collab”, a new feature that can enable users to post collaborative content through the main feed and Reels.


Seeing collaborations being a trendy and successful tactic for content creators to create amazing content while reaching a wider audience has led the social media platform to take the step towards making its platform more content creator and brand-friendly through collaborative features.


As explained by Instagram’s VP of product Vishal Shah in his Tweets:

“Collaborating is a huge part of how people connect on Instagram. To make that easier, we’re testing a new way for people to co-author Feed Posts and Reels, called Collab. From the tagging screen, you can now invite another account to be a collaborator on the post or reel. If they accept, both accounts will appear in the post or reel header, and it will be shared to both sets of followers.”


How can content creators use this feature?


Users can collaborate with accounts they currently follow or with public accounts that they don’t follow.


To use Collab when posting content, users need to do the following steps:

  1. Open the Instagram app and tap the + icon to upload a new post or Reel.
  2. On the screen where you write a caption, tap Tag People then Invite Collaborator.
  3. Use the search box to type the user’s handle with whom you wish to collaborate. More than one collaborator can be added.
  4. Finally, write a caption and tap Share.


The person you are trying to collaborate with will be notified of a Collab request, which they can choose to accept. If they accept, both accounts will appear in the post or reel header and will be shared with both sets of followers. The post or reel will live on both Profile Grids and have a shared view count, like count, and comment thread. They will also be included as one of the authors of your post.


It’s about time that Instagram incorporates collaboration features into the app, especially since we’ve seen the success of TikTok content through Duet, Stitch, and the Green Screen effect.


As far as we know, Collab is currently only available in India and the UK but we’ll make sure to keep an eye out for updates!

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