Instagram Tests New Option That Would Enable Users to Partner Up on Posts and Reels

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A new article on Social Media Today reports that Instagram has launched a new test of a feature that would enable users to post collaborative updates, both in the main feed and in Reels clips.

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."
So, collaborative posts will be displayed to followers of both accounts, while they'll also appear in the photo grids and profiles of both users. Each collaborator will then be able to access post stats, and a single stream of comments will be available on each Collab update.

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.
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