As you can see, with Instagram's new 'Collab' option, posts would appear with two profile bubbles, indicating that two people have partnered on the content. This from Vishal Shah, Instagram's VP of product:
|"Collaborating is a huge part of how people connect on Instagram. To make that easier, we're testing a new way for people to co-author Feed Posts and Reels, called Collab. From the tagging screen, you can now invite another account to be a collaborator on the post or reel. If they accept, both accounts will appear in the post or reel header, and they will be shared with both sets of followers. The post or reel will live on both Profile Grids and have a shared view count, like count, and comment thread. This is only testing to a small percentage of our global community now - no other plans to share right now."|
This could have particular value in maximizing engagement and broadening the reach of posts among a wider set of users. While the focus is on individual creators and facilitating personal connection, it could also be a valuable tool for influencers and brands, with the capacity to partner up on content that could then be displayed to both of their audiences at once.