Did you know that 90% of Instagram users follow at least one brand? That makes it a great platform to grow your audience and connect with the right people.
If you’re using Instagram for your business, it’s important to understand how you can optimize your efforts by taking advantage of Instagram’s unique features. One of the newest of these features is Instagram Collabs, which lets you co-author content with a collaborator to multiply engagement and reach.
In this article, we explain how Instagram Collab posts can fit into your social media strategy.
What is an Instagram Collab post?
An Instagram Collab post is a single co-created feed post or reel that appears on two profiles at the same time. One person creates the post and invites a second person to collaborate. Once accepted, the post and its comments, likes, and shares will be shared by both accounts.
Remember that you can only have one collaborator (other than yourself) in each post. And Lives and Stories have not yet been integrated into this new feature.
How do brands benefit from Instagram collab posts?
This Instagram feature has been readily and eagerly embraced by influencers and Capital-C Creators. Brands are stepping in and testing the waters, which is a smart move because often what’s good for the creator is also good for the brand.
Increase your reach
Perhaps the lowest of all hanging fruit is to capitalize on increased reach for your brand account. If you feel like you’re constantly fighting the Instagram algorithm, Collabs can help you get into people’s feeds through the accounts they already follow and interact with regularly.
Likewise, more people finding your content means more opportunities for them to comment on or otherwise interact with your posts. Even if you and your collaborator have similar audiences, chances are pretty high that a healthy portion of their followers fall outside of your regular crowd. That means a larger pool of people who can interact with your content.
Get more followers
We all know that having the support of someone you already know, like, and trust can go a long way in helping someone new trust you. When you show up in people’s feeds with that tacit endorsement of a brand or creator they already follow, they’re more likely to click on your profile and hit the follow button than if you just happened to appear on their explore would side.
Increase sales through Instagram shopping
If your brand is already using Shoppable Posts, why not combine this sales-friendly feature with a collab? By combining collabs with Instagram shopping, you can reap the benefits above and increase your chance of converting people who land on your post into buyers.
How to collaborate on Instagram
There are two phases to creating an Instagram Collab post and going live. The first requires the post creator to create the post or reel as usual, and the second requires them to invite the collaborator to share it.
Step 1. Create a feed post or role as usual.
Step 2. Add any customizations and details you want.
Step 3. Choose Tag people from the post details menu.
Step 4. Choose invite employees from the menu.
Step 5. Use the search bar to find the user you want to collaborate with and tap Finished.
Step 6. Finish detailing the post before typing Split.
How to accept an Instagram Collab post
After the post is created, it’s time for the employee to go in and accept the invitation.
Step 1. Go to your activity page.
Step 2. Click on the invitation notification.
Step 3. Tap review.
Step 4. Choose Accept.
6 Instagram Collab Post Ideas for Brands
The next question that probably comes to your mind: when and how should I actually use an Instagram collab? We’ve put together some ideas and examples to help you get started.
Collaborate with other brands
Do you have a good working relationship with another brand with a similar audience? This company could be a perfect candidate to work with. Think of ways to promote each other’s content or even make a sale together. Think about what types of content both of your audiences would be interested in and find valuable. Then create a plan to develop and share.
Work with influencers
Influencers tend to have very dedicated followers. Working with an influencer to develop a series of Instagram collab posts could help build hype around your brand. Borrow their adoring audience and capitalize on the clout that comes from their name appearing in your account’s posts or reels.
Promote your other accounts
Brands often have more than one account per platform. Maybe you have one for a specific product. Or maybe your CEO has a very popular personal account. An Instagram collab post allows you to place the same content in front of your audience at the same time. And if someone is already following one of your accounts, there’s a high chance they’re interested in following the others as well.
Support a nonprofit or charitable organization
Consumers expect brands to align with their values, according to data from the Sprout Social Index™, which shows that aligning companies with a person’s own values increased 74% in importance from 2021 to 2022. To build engagement and loyalty, brands should whenever possible display values that are also important to their customers. With an Instagram Collab, you can share your beliefs in action and raise awareness of a cause that matters. Win.
New product launch
Get the combined power of two audiences for your next launch by partnering with another brand or influencer to promote your new service or product. For the same reasons as with an everyday Instagram collab post, collaborating with another account leverages and maximizes the efforts you’re already making. Also, adding a collaborative element to already produced content is a relatively small step up.
Promote a giveaway or discount
A giveaway or discount campaign can also benefit from the combined influence of two accounts. If the goal is engagement and conversion, doubling the number of participating followers can increase your campaign footprint exponentially.
Make Instagram collab posts a part of your ongoing strategy
Collab posts are a key part of the growing creator economy. These collaborations are becoming an increasingly central part of social strategy, meaning brands need to rethink how they engage with social media. If you could use a little help with that, we have an article to guide you through developing a robust Instagram marketing strategy that will cover all the bases and set your brand up for sustained growth and success.