Unlocking the Power of Instagram Collaboration Posts for Brands

In the ever-evolving social media landscape, brands constantly seek innovative ways to connect with their audience and expand their reach. One method gaining popularity is using Instagram Collaboration Posts – a feature released in 2022.

This feature allows two accounts to collaborate, creating shared content.

But how does Instagram collaboration work, and what benefits do they offer to participants?

Collaboration posts on Instagram operate through a mutual agreement between two parties. To initiate a collaboration, one party requests it, and the other must review and accept the proposal within their individual account’s security settings. Once accepted, both parties can contribute to the content creation process, opening up new creative possibilities.

The benefits are multifold. Collaboration posts often result in higher engagement rates. Fans of either or both collaborators are often excited by the joint effort. And this typically leads to increased visibility and engagement. Additionally, that increased activity usually translates into growth for both accounts involved. Collaborations allow brands to tap into each other’s followers, expanding their audience and potentially gaining new customers.

Are there limitations in use?

While collaboration posts offer numerous advantages, there are some limitations.

Collaboration requests cannot be initiated if an account has tagging turned off, and both parties must have public accounts that allow tagging for a collaboration post to be successfully created. Additionally, it’s important to know that while both Public and Private accounts can invite both public or private accounts to be collaborators, private accounts can only collaborate with an invited account if those they invite follow the private account.

Special Note: If you’re creating collaborative content through a 3rd party contact managment software (like Loomly) to publish and tag your collaborators, you’ll need to set up the collaboration between accounts in Instagram first. Also note, the API between Instagram and publisher software is often limited to business profiles – no private profiles – no personal profiles.

Finally, there are limitations on the number of collaborators you can create for each Instagram account. So, even though you may be able to set up collaboration and send out those requests, it doesn’t mean the person or entity you’re asking to collaborate with has the current capacity to agree. We recommend looking at your objectives for the year and making a short list of the best accounts to create a collaborating relationship with. Then, reach out to each personally first to explain what you’re asking of them and how it would benefit them to collaborate with you. Do this before you send the request through Instagram.

Creating a collaboration experience between accounts can be done with a few short, easy steps.

The key will be preparing each account for the activity so each party understands the technical requirements, benefits, and expectations.

Here’s a Short Step-by-step Guide to Setting Up Collaboration Posts on Instagram

To create a collaboration post on Instagram using your mobile app, follow these steps:

Open your app to begin the invitation process:

Go to the post-creation screen.
Select type of content creation (posts, reels, etc.).
Select your photos (or videos) and complete any customization.
Add your contextual details for posts.
Tap “Tag People.”
Click on “Invite collaborators.”
Search for and select the account you want to collaborate with.
Tap “Collaboration” and wait for the other party to accept.

Creating a collaboration post on Instagram using your desktop app isn’t available — as of November 2023. Currently, you can “tag” someone on a post, and depending on their security settings, that tagging may show up automatically or require them to approve the tagging first.

How are Collabs different from tagging or mentions?

Collaboration posts differ from tagging or mentions as they involve joint content creation. While tagging or mentions simply reference another account, collaboration posts allow both parties to contribute to the shared content actively.

Whether you’re initiating the content and collaboration request, or you’re approached by another brand to collaborate, the the collaboration isn’t finalized until the other party accepts the invitation.

Here are four simple steps that need to take place from within the other collaborator’s account to finalize the collaboration:

The first thing they must look for is recent requests under their messages.
Find the post that was shared, and a collaboration request was initiated.
Click on the “Review” button attached to the post.
Finally, select “Accept” the request.

Here are some other things you may be asking about Instagram collaborations that can help you get the most out of the process.

Do collaboration posts require an acknowledgment to be triggered, or is a special setting needed to be engaged?
Yes, acknowledgment is required through the collaboration request and acceptance process within the security settings of each account.
What are the technical aspects or obstacles each party must overcome to participate?
The primary technical aspect involves two parties who agree to collaborate within their security settings. Collaboration requests cannot be sent if an account has tags turned off. Ensuring both accounts are public and allow tagging is crucial for successful collaboration.
Is there a security step that has to be overcome for this to work?
Both parties must agree to collaborate within their account’s security settings. The request must be sent and accepted to establish the collaboration.
Do you have to follow one another on Instagram for this to work?
Following each other on Instagram is not a prerequisite for collaboration posts unless private accounts are in play. The collaboration is established through a mutual agreement within the security settings of each account.
Does each party have to have administrative rights to the other account?
No, administrative rights are not necessary for collaboration. The process is streamlined through the collaboration request and acceptance within individual account settings.
What do you do if you need to remove a collaborator from a post or remove yourself as a collaborator from someone else’s post?

Accept or decline a collaboration request:
- When someone invites you to collaborate, you’ll receive a notification.
- Go to your notifications and accept or decline the collaboration request.
Remove a collaborator from a post:
- While creating a post, tap “Collaboration” and remove the collaborator.
- After the post is published, tap the three dots on the post and select “Edit.”
- Tap “Collaboration” and remove the collaborator.
Remove yourself as a collaborator from someone else’s post:
- Go to the post and tap the three dots.
- Select “Remove Me From Post.”

Additional Tips and Notes regarding the use, guidelines, and measures involved with Instagram collaboration:

The original creator is the primary creator, and collaboration ends if either party blocks the other.
Collaborators can leave the collaboration anytime, but the post remains on the original creator’s profile.
If the original creator’s account is private, only their followers can see the collaboration post.
The original creator can delete the post, affecting both profiles.
Community Guidelines violations may result in removing the post and potential account actions.
Private accounts accepting collaboration invites will have their username displayed, but followers need to send a follow request.

What are some of the best use-case scenarios for collaboration on Instagram?

The best use-case scenarios for collaboration posts involve complementary brands or individuals with overlapping target audiences. For example, a clothing brand and a popular fashion influencer could collaborate to showcase the latest trends. Another example would be a brand manager who works with a website programmer, photographer, or video producer and wants to highlight best practices, tips, strategies, or insights regarding personal or small business branding.

Here are the Top 5 Situations Where Instagram Collaboration Benefits Small Business Brands:

Product Launch Collaborations
Cross-promotion with Local Influencers
Content Co-Creation with Niche Experts
Limited-Time Offers and Giveaways
Community Engagement through Challenges

(1) Product Launch Collaborations: Collaborating during a product launch is a smart move for small businesses. This approach involves teaming up with influencers or compatible brands on Instagram, allowing the business to introduce its new product to a wider audience. By tapping into collaborators’ followers, the business boosts its visibility and generates excitement around the launch, making it an excellent strategy to connect with potential customers who may not have otherwise discovered the brand.

(2) Cross-Promotion with Local Influencers: Collaborating with local influencers provides a valuable opportunity for small businesses. These influencers typically have devoted followers in a specific geographic area. By teaming up with them, small businesses can connect with a local customer base, strengthening ties with the community and possibly increasing visits to physical stores. This collaboration strategy allows businesses to be featured in the influencer’s posts, gain exposure to a local audience, attract potential customers, and nurture community support.

(3) Content Co-Creation with Niche Experts: Small businesses can elevate their content by partnering with influencers or experts in their niche. This collaborative approach enables businesses to deliver valuable and authoritative content to their audience, boosting the brand’s credibility. Additionally, such collaborations introduce the business to the followers of the expert or influencer, who are already engaged and interested in the relevant field. For instance, a fitness brand might collaborate with a well-known fitness trainer to create workout content, adding value to the brand’s offerings and tapping into the collaborator’s expertise. This enhances the brand’s authority and broadens its reach within the niche.

(4) Limited-Time Offers and Giveaways: Engaging in limited-time offers or giveaways through collaboration fosters a feeling of urgency and exclusivity. Small businesses can combine resources with collaborators, reaching a broader audience and generating enthusiasm for the promotion. This collaborative strategy on Instagram boosts engagement and expands the business’s follower base. By partnering with other businesses or influencers, small brands can amplify the perceived value of the offer, attracting a diverse audience and ultimately driving sales while enhancing brand awareness.

(5) Community Engagement through Challenges: Engaging the community through collaborative challenges effectively encourages participation and generates user-generated content. Small businesses can collaborate with influencers or customers to orchestrate these challenges, nurturing a sense of belonging among their audience. Businesses can foster a vibrant community around their brand by organizing collaborative challenges on Instagram, such as photo contests or themed content creation. This strengthens the connection with their audience and showcases diverse perspectives related to their brand or products.

Such partnerships enhance authenticity and create more engaging content for followers.

Instagram Collaboration Posts provide a dynamic and engaging way for brands to connect and create content together. By navigating the technical aspects and understanding the collaboration process, brands can unlock the full potential of this feature, fostering growth and building meaningful connections with their audience.

Want to talk through some strategies for your business brand? Let’s have a conversation.

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Tanya T

founder, owner at Back2Basics

A mother and business woman with a strong entrepreneurial drive, and a need to want to see others succeed. Tanya is a wife and mother to three, an active volunteer in her community and avid lover of food, friends, travel and pushing the envelope professionally.