Instagram Collaboration: What it is and why it works

Feb 09, 2023

Social Media Platforms

Instagram Collaboration: What it is and why it works

Instagram isn’t shy when it comes to adding new features and updates to its platform. While there have been just a handful of occasions where these have quite literally enraged users (does the infamous layout update of summer 2022 ring any alarm bells?), all other updates and additional features have been beneficial to creators and businesses on the platform. 

One of the most recently added features is Collabs. While an Instagram collaboration itself is not new, this feature allows a feed post to go live on two profiles at once; doubling the number of likes, shares and comments it could potentially receive. 

We think Collabs are a powerful tool that everyone in social media marketing should know about, so we’re here to take you through this new style of Instagram collaboration and how you can leverage it to increase your chances of social media success. 

Why use Collabs?

Instagram already lets businesses and creators tag other accounts in their posts. 

So what makes Collabs different?

Simply put, Collabs are better for discoverability and engagement. By inviting another account to co-author your Feed post, not only is their account immediately visible to anyone who follows you (and vice versa), but there is also an opportunity to receive double the amount of likes, comments and shares from both your audience and the collaborator’s audience. 

Instagram is constantly making changes to the way it prioritises content. By having your content appear under two profiles, you are staying relevant and, therefore, are guaranteed to be appearing on people’s Feeds. 

A traditional Instagram collaboration will have duplicates of promotional posts floating around the platform, but Collabs reduce this. A view from one account benefits everyone. 

How to create a Collabs post

Collabs creations can be split into two sections:

  1. Creating the post itself 
  2. Accepting the invitation to be a co-author 

Creating a Collabs post

Step one: Create a post as you usually would. 

Step two: Go to the tag people menu.

Creating a Collabs post

Step three: Type in the Instagram handle of the account you want to collaborate with.

Type in the Instagram handle of the account you want to collaborate with.

If you are on the receiving end of an invitation to be the co-author of an Instagram collaboration post, check out our in-depth guide on allowing a brand to promote your post as branded content.

Tips for creating an Instagram Collabs post

Collaborate with influencers and content creators

Collabs posts are a great way to coordinate your presence on Instagram with the influencers promoting you, particularly if you are on the hunt for new audiences. 

Please remember that the Collabs feature is not a replacement for a branded content label. You must still disclose that this Instagram collaboration is sponsored content to comply with advertising regulations. 

Here, the Collabs tag has been used to share the post and a paid partnership notice has been added to the caption to disclose that this is an ad.

Create Instagram Collabs posts with other brands

Collaborations between brands are a natural fit for Instagram. By joining forces, brands have a greater reach than any individual marketing push does. 

Brand-on-brand collaborations can also make your giveaways more attractive. By combining your product with a complimentary brand, your engagement can completely take off. 

Send shout-outs for user-generated content

User-generated content is a very important part of social media marketing, but earning your audience’s trust is what will ultimately lead to this success. 

The authenticity that comes with posting user-generated content is an effective way of gaining that trust. 


View this post on Instagram


A post shared by MADE BY MITCHELL (@madebymitchell)

Here, Made By Mitchell credits the creator of the shared content by tagging them in the caption. If both parties wanted to, this post still has the opportunity to use the Collabs feature so that the creator’s name appears at the top of the post rather than in the caption below. 

Tag content winners with Collabs posts

Instagram collaborations don’t always have to be promoting something, they can be used to celebrate winners too. 

Showing that real people are winning your giveaways/contests not only boosts engagement but presents your brands as more human, instead of robotic. 


How do you collaborate with a brand on Instagram?

As a content creator looking to partner with brands, staying consistent with uploads, posting content relevant to the brand you are trying to get attention from and posting high-quality content will increase your chances of a brand contacting you for a collaboration.

How does Collabs on Instagram work?

This feature allows for a Feed post to go live on two profiles at once, increasing exposure and engagement for both parties. 

How many Instagram followers do you need for a collaboration?

While there is no set amount, having over 1,000 is a good start.

How do you ask for a collaboration?

Reach out to your ideal brand with an email outlining who you are, why and how you want to collaborate (what platform(s) will you use?) and why this brand should collaborate with you over everyone else.

Our Influencer marketing agency and Social agency are located worldwide, with our agency network based in the USA, UK, UAE and China.

If you want to receive our industry insights, visit our Influencer Marketing & Social Media blog.

@ Socially Powerful



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James Hacking


Socially Powerful, founded in 2017, stood as pioneers of the influencer marketing industry. Today we are a global social marketing agency and technology company.

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