Instagram consistently releases updates that make navigating the app much easier (and more attractive) for creators. The Instagram Collab feature is no exception.
If you’ve been struggling to keep up with Instagram app updates over the last couple of years, you’re not alone. Luckily, we’ve tested out the Instagram Collab feature and have put together this guide to help you use it in your social media marketing.
When you first see a Collab post on your timeline, you may ask, “Why am I seeing posts from accounts that I don’t follow?” It’s because the author is using the Collab feature.
The Instagram Collab feature allows collaborators to co-author feed posts and Reels. At the moment, the tool, which is also called Collabs, only supports two collaborators. However, if we know Instagram, the app is probably looking into how to increase that number. For now, if you follow one of the two collaborators, the Collab post will show up in your feed.
The feature is also not yet available for Instagram Stories and live streams. Although, that could change if the app decides to expand.
In Instagram’s Twitter announcement about the new tool, it broke down exactly how it works and how it will appear on your feed.
In some cases, sharing the spotlight as a creator may not be attractive. In the case of Instagram, where estimates place monthly active users between one and two billion, it is appealing.
When you co-author a post or Reel, you can reach your audience and your collaborator’s audience. For brands, the feature opens a new door to collaborate with customers and influencers.
Note that the Instagram collab feature is not a replacement for the paid partnerships tag on Instagram. For instance, if a brand pays an influencer for a post, then it falls under paid partnerships.
You must still properly disclose sponsored content on social media according to Federal Trade Commission (FTC) guidelines. You can check out the FTC’s social media endorsement guide here if you’re unsure whether or not your content meets its requirements.
Unlike some features, Instagram Collabs is pretty straightforward. Most importantly, it won’t require you to pivot much from your current social media strategy. There are, however, some considerations for choosing who to partner with and what types of content to share.
Below is a quick explanation of using the Collabs tool, along with some helpful tips to get you started.
The first step is to, of course, create the content. When creating partner content, it’s super important that the content makes sense for you and your co-author. To determine if your content will resonate with both audiences, ask these questions:
If you’ve ever tagged another user in an Instagram post, adding a collaborator will come naturally to you.
When you’re on the share screen of your Instagram post, you’ll see the words “Invite Collaborator” right next to the “Add Tag” button.
All you have to do is click the button, type in your co-author’s handle, and send a request that will go to their DMs.
If you’ve been invited to partner with another account, then the request will appear in your DMs. At any point, if you want to stop being a collaborator, you can. In the app, it takes as little as three steps:
Instagram Reels are short video clips with access to editing features like split-screen filming, filters, and other effects.
You can either upload a pre-recorded video or record it live. However, avoid reposting videos from other social media platforms—Instagram de-prioritizes videos with logos from other networks or low-resolution videos.
Follow the steps below to use the Collab feature for Reels:
Your co-author will receive a request immediately after the last step. Once they approve the request, the Collab Instagram Reel will display you and your collaborator’s username on the post.
Instagram feed posts are the images and videos that users add to their feeds. You can either add a single image, a carousel of images, or a short video.
Feed posts appear in your profile grid and stay there unless you choose to delete them. Follow the steps below to use the Collab feature for feed posts:
Once your collaborator approves your request for collaboration, your Collab post will appear on both profile grids.
With this feature, there are many opportunities to partner with other course creators, brands, influencers, students, and more. Below are a few ideas that you can add to your social media content calendar.
There’s a fine line between business and personal on social media. It’s not uncommon for creators to run multiple businesses or social media pages. If you find yourself sharing the same sort of content in numerous places, using the Collab feature on Instagram may help streamline your posts and convert followers on one page to followers on another.
If you’ve ever hosted or participated in an Instagram giveaway, then you know that it’s not the easiest to manage in the app. For instance, both giveaway hosts typically ask their respective followers to comment or like the two separate posts to enter.
To streamline a giveaway with two partners, use the Instagram Collab feature. The post will live on both pages simultaneously and doesn’t require users to jump through hoops to enter.
Additionally, the Collab feature works great for virtual events in which two hosts team up. Check out how we utilized the feature for one of our webinar events. In this case, both Teachable’s Instagram followers and Jess Catorc’s followers saw the post.
At the end of the day, Instagram is known to show favoritism towards pages that take full advantage of new features. Our advice is to be an early adopter of the Collabs tool so you can be a star in Instagram’s eyes. And, of course, get the hang of it early on.
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