Collaboration posts allow accounts to co-author an Instagram post and share it's engagement and views. This feature is commonly used for partnerships between brands and creators and offers several strategic benefits. Below, we break down the key benefits of collaboration posts and how to set them up.
This post is part of a series about whitelisting and partnership ads on Meta and TikTok. If you haven’t already, be sure to check out How to Set up Partnership Ads on Meta, which can be read alongside this post.
A Collaboration post is a type of Instagram post that allows an in-feed post or Reel to be co-authored by multiple accounts. All collaborators appear as co-authors at the top of the post, and the content is shared to each account’s feed. This feature is available for in-feed posts and Reels, but not for Stories.
Collaboration posts offer brands an impactful way to partner with creators or other brands to reach new audiences. It provides a mutually beneficial opportunity to share audience reach and to boost engagement across all collaborator’s accounts. In addition to creator content, collaboration posts are a beneficial way to publish co-giveaway posts, showcase work or testimonials, or to cross-promote side projects or associated brands.
Collaboration posts are created by one account, who can then invite up to five other Instagram accounts to join as collaborators. Once an invitation is accepted, the post appears on all collaborators’ feeds, is shown to all the accounts’ followers, and combines engagement metrics such as comments, likes, saves, and number of shares across all accounts.
Unlike with tagged or mentioned posts, collaboration posts are fully shared to each collaborator’s feed, allowing them to reach each other’s audiences and maximize engagement. All collaborator usernames appear at the top of the post, identifying them as co-creators.
The original creator maintains ownership of the post. Invited collaborators can remove themselves at any time, and the creator can also remove collaborators whenever needed.
Benefits of Collaboration Posts
Increased Post Reach and Performance
Instagram collaboration posts are visible to the followers of all collaborating accounts, extending the post’s reach beyond a single account. This is beneficial for both brands and creators looking to connect with new audiences and increase awareness through partnering accounts. The expanded exposure can also help attract new followers and drive higher engagement across all participating accounts, while also providing instant access to post insights.
Authentic Branded User Content
Content from paid influencer partnerships, user-generated content, or even just everyday customers can be highly beneficial for brands. Collaboration posts allow brands and partners to share content across accounts, promoting authentic storytelling and amplifying reach through co-authored posts. This approach can also introduce fresh, original perspectives and social proof that resonate with a brand’s existing audience while attracting new ones.
Build Brand Community
The potential for impactful, brand collaboration posts isn’t limited to creators or other brand content. They can also feature brand employees, sub-brands, superfans, or partnering businesses, offering a versatile way to amplify a brand’s voice. By leveraging a range of collaborators, brands can engage their co-authors’ target audiences, showcase diverse perspectives, and foster a sense of community.
Access to Content
Collaboration posts give brands access to diverse content that can be used to populate their feeds, reducing the time and resources spent on in-house content creation. When the brand is a co-author, they can also boost the content through their Meta Ads Manager. This streamlines the process for both the brand and creator, providing the necessary permissions to efficiently promote the post as a paid ad and maximize reach.
How to set up a Collaboration Post on Instagram
Invite a collaborator to a post during publishing
- Before publishing the post, tap Tag people.
- Tap Invite collaborator.
- Search for the account to add as a collaborator, then tap the account.
- Tap Done (iPhone and iPad) or ✓Done (Android).
Accept an invite to collaborate on a post
The invited account will receive a message when invited to collaborate on a post. To accept the invite to collaborate on a post:
- Tap Messages in the top right of Feed.
- Tap the conversation from the Chats list where the invite was received.
- Tap the collaboration invite.
- Tap Review.
- Tap Accept.
Decline an invite to collaborate on a post
The invited account will receive a message when invited to collaborate on a post. To decline the invite to collaborate on a post:
- Tap Messages in the top right of Feed.
- Tap the conversation from your Chats list where the invite was received.
- Tap the collaboration invite.
- Tap Review.
- Tap Decline.
Remove a collaborator from a post you’ve created after posting
To remove a collaborator from a post you’ve created after publishing:
- Find the post you would like to remove a collaborator from.
- Tap Options in the top right.
- Tap Edit.
- Tap Tag people.
- Tap Remove on the right of the collaborator’s name.
- Tap Done. Follow the on-screen instructions, then tap Done.
Remove yourself as a collaborator from someone else’s post
To remove yourself as a collaborator from someone else’s post that’s been published:
- Tap Options in the top right of the post…
- Tap Stop sharing. Follow the on-screen instructions, then tap Stop sharing.
The Instagram collaboration feature can be an effective tool for brands, marketers, and creators, allowing them to benefit from shared reach and engagement. By leveraging co-authored content, collaborators can connect with new audiences, strengthen engagement, and create authentic, impactful partnerships.
