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Instagram recently rolled out a new feature that has brands buzzing: Collabs.

It’s still in its infancy, with Instagram running the feature for testing. However, brands should keep an eye on this new, promising feature. Let’s look at what it is, how it works, and what brands can do with it.

What are Instagram Collabs?

First: What are Instagram Collabs? 

Instagram Collabs enable two users to work together on Reel and Feed posts, making sharing content with their audiences easier as the content will appear on both profiles.

A user can invite a partner to collaborate by tagging them in an Instagram post. The content will appear on both accounts while reflecting their names and sharing any social media interaction (likes, shares, comments).

How Brands can leverage Instagram collabs

Instagram has announced that only a handful of people have access to this exciting feature, and they have yet to announce when it will be widely available. But for those that already have it, things are looking good. Brands can find several ways to maximize this new feature.

1. Extend and grow their followings

The easy collaboration on the platform will allow users to access new followers as soon as they hit the “share” button. Of course, there’s the challenge of ensuring the content resonates well with both audiences. Both parties need to plan carefully. This creates a huge opportunity for complementary brands to forge a partnership. 

2. Make powerful official announcements

Brands can announce new projects and partnerships through a single post. Getting the word out couldn’t be easier. This works well in the music industry: Bands usually tag their sponsors and fellow performers on posters, on websites, and in comments. With Collabs, all bands and sponsors could share one post, and their fans could comment, like, and share it.

3. Parent companies can assist their subsidiaries

This one’s a win for more prominent brands and companies. They can increase the exposure of their smaller brands, especially at the time of product launches. For instance, the juice company Tropicana only has 20 400 followers, while its parent company Pepsi has 1.4 million. Collabs makes it possible for Tropicana to capitalize on Pepsi’s audience to gain more fans and promote their content without using ads.

4. Simplify influencer marketing

The Collabs feature spices up influencer and creator marketing. Brands can easily build social influence by associating with relevant influencers and their fan bases. But it’s still necessary to let the audience know if the collaboration is a paid partnership. Otherwise, you’ll violate Instagram regulatory guidelines.

How to use collabs on Instagram

Using Collabs is as simple as it gets. With just a few clicks, you can send and accept requests for collaborations on new feed posts and Reels. 

1. Sending a collab request on Instagram

First, upload your post or Reel the way you normally would. Once you’re in the share screen, add “Tag People”. You’ll see the “Invite Collaborator” option at the bottom right, click it and look for the user you want to partner with. After that, you can share your post as usual.

However, you need to wait for your collaborator to accept the request before your post gets published. 

Keep in mind: Collabs only allows you to invite only one collaborator at a time.

2. Accepting a collab request on Instagram

When someone invites you to collaborate with their post or Reel, you’ll see it in your DMS. All that’s left for you to do is hit “Accept” for the piece of content to appear on both of your profiles.

Instagram provides a great platform for brands to step up their game

Many people believe this new feature is Instagram’s response to TikTok’s latest feature launches, including Duets. Whether this is true or not, it doesn’t matter. What counts is that Instagram enables big and small brands to gain more exposure and visibility in a crowded marketplace—and Collabs is just one of the many new tools they have introduced. 

Since it’s still quite new to the scene, there’s still so much of it we don’t know—we’ll have to wait and see just how innovative brands can leverage this feature.