Instagram Lets Creators Collaborate On Posts & Reels Through A New ‘Collabs’ Feature

Source: Instagram

Instagram kicked off Product Week with a set of new product features, including Collabs, which enables creators to co-author in-feed posts and Reels.

How Collabs Work

Creators now can invite another user as a collaborator during the post creation/publishing process. If accepted, the post or Reel will be shared with the followers of both accounts, and both users’ handles will appear in the post or Reel header. The post or Reel will also appear on both Profile grids and share metrics across the post or Reel including likes and comments.

Source: Instagram

A Native Way For Creators To Collaborate

Creators often turn to collaborations with other creators as a way to grow their audience. With Collabs, creators have a native way to collaborate on content and tap into each other's respective communities.

Instagram states Collabs "is not a way to co-create content, rather it is a way to co-author a post or reel," but that won't stop creators from working together on content and then distributing it through Collabs.

As an example, creators could collaborate on a video, write the copy/messaging together, and then share the post as a Collab with each of their followers.

How Collabs Can Be Used For Influencer Marketing

While collaborations are meant to facilitate creator collaborations, they can be used for other use cases such as branded content and influencer partnerships.

Using Collabs, creators and brands can distribute sponsored content across both of their social media accounts, allowing both parties to gain exposure and engagement due to the larger, collective audience that the post can reach.

Additionally, brands can use this approach to repurpose influencer-generated content. Rather than manually uploading content created on their behalf, brands can let it come directly from the creator via Collabs. This not only saves time but also allows brands to benefit from the credibility and authenticity of creators.

For more social media and influencer marketing news and analysis, connect with me on Twitter, and LinkedIn.

SOURCE: Instagram