How to Add Collaboration in an Instagram Post

Using Instagram’s Collab feature is one of the most effective ways to expand your reach and boost engagement on the platform. This guide breaks down exactly how to add a collaborator to your Instagram posts and Reels, along with a few strategies for making your partnerships a success.

What Is the Instagram Collab Feature, and Why Should You Use It?

The Instagram Collab feature allows two different accounts to co-author a single Feed Post or Reel. When you use it, the post appears on both of your profile grids, is served to a portion of each account’s followers, and shares the same comment thread and like count. Instead of just tagging another account, you are making them a true partner in the post itself.

This is a game-changer for a few key reasons:

• Exponential Reach: Your content is no longer limited to just your followers. It gets direct access to your collaborator's audience, tapping into a new pool of potential fans and customers.
• Surging Engagement: Because the post is shared, the likes and comments are consolidated. All that engagement happening in one place can signal to the Instagram algorithm that your content is valuable, potentially increasing its reach even further.
• Enhanced Credibility (Social Proof): Partnering with a respected creator or complementary brand acts as a powerful endorsement. It tells their audience that you are a trusted voice in your industry.
• Shared Analytics: Both collaborators can see the post’s performance metrics directly in their insights. This makes it simple to track results and demonstrate the value of the partnership.

How to Add a Collaborator to an Instagram Post: Step-by-Step

The process for inviting a collaborator is straightforward and built directly into the regular posting workflow for both Reels and Feed posts. You can't add a collaborator to a Story post at this time.

Step 1: Create a New Post or Reel

Start by creating your content as you normally would. Open the Instagram app and tap the "+" icon at the bottom of the screen. Select either a Post or Reel, choose your photo(s) or video(s), and go through the initial editing steps (adding filters, music, trimming clips, etc.). Tap "Next" when you’re ready to move on.

Step 2: Navigate to "Tag People"

You’ll now be on the final screen where you write your caption, add a location, and configure other settings. This is the last stop before you hit "Share."

Find and tap the "Tag People" option. It’s typically located right below the "Add a Location" field.

Step 3: Invite Your Collaborator

On the "Tag People" screen, you’ll see two options at the bottom: "Add Tag" and "Invite Collaborator". Tapping "Add Tag" allows you to do a standard tag that just notifies another user, but it won't make them a co-author.

Tap "Invite Collaborator". A search bar will appear, allowing you to find the user you want to partner with. Note: You can only have one collaborator per post. After selecting them, their profile will appear on the post preview with an "Invite Collaborator" label. You can still add standard photo tags alongside the collaborator if you need to credit other people.

Tap "Done" to confirm.

Step 4: Publish Your Post

Once you’ve added your collaborator and finished writing your killer caption and hashtags, go ahead and hit the "Share" button.

At this point, the post will go live on your profile immediately. However, it will not appear on your collaborator's profile grid just yet. Your partner first needs to accept the invitation.

Step 5: Your Collaborator Accepts the Invite

The person you invited will receive a request in their Direct Messages (DMs) along with a notification. It will give them the option to review the post and either "Accept" or "Decline" the invitation.

As soon as they tap "Accept," two things happen:

1. Your account name and their account name will appear together in the header of the post.
2. The post will instantly show up on their profile grid, as if they posted it themselves.

From that moment on, the post will collect likes, comments, and views from both of your audiences simultaneously.

Finding the Right Partners: Who to Collaborate With

The technical steps are easy, but the strategy behind choosing a partner is what generates real results. The best collaborations feel natural and provide value to both audiences. Don't just chase clout, look for authentic connections.

1. Complementary Businesses

Look for brands that share a similar target audience but aren't direct competitors. This is one of the most powerful and intuitive ways to collaborate.

• A local coffee shop collaborating with a nearby bakery to announce a joint pastry-and-latte combo.
• A fitness apparel brand partnering with a nutrition-focused protein powder company for a giveaway.
• A skincare brand collaborating with a wellness retreat center on a post about self-care routines.

2. Creators and Influencers

Partnering with a creator who genuinely loves your product or service is an excellent way to build authenticity and social proof. Look for creators whose audience demographics match yours and whose values align with your brand.

• A travel gear company partnering with a travel vlogger to show their backpack in action on a real adventure.
• A B2B software company collaborating with a respected industry podcaster to share valuable tips with their followers.

3. Your Own Customers and Community

The Collab feature is perfect for celebrating user-generated content (UGC). When a customer posts an incredible photo or video featuring your product, why not invite them to co-author a post with you?

This not only sources amazing content for your feed but also makes your customers feel seen and valued, turning them into passionate brand advocates. Just a quick DM to ask for permission is all it takes to get the ball rolling.

Best Practices for a Flawless Collaboration

To get the most out of your collaborative posts, follow a few simple guidelines to make sure the process is smooth and effective for both parties.

Plan and Align Before You Post

Never send a collab invitation out of the blue. A great partnership starts with a conversation. Reach out via DM beforehand to discuss the potential post. Align on:

• The concept: What is the photo or video about? What's the core message?
• The goal: Are you trying to drive traffic, increase brand awareness, or promote a specific product?
• The caption: Decide who will write the caption or if you'll collaborate on it together.
• Timing: Agree on a posting time that works best for both of your audiences.

Be Authentic

Your audiences are smart. They can spot a forced, transactional partnership from a mile away. Only collaborate with accounts that make sense for your brand. The content should feel like it belongs on both of your feeds. An authentic match will always perform better than a random partnership with a larger account.

Engage in a Unified Way

Once the post goes live, the work isn't done! Both you and your collaborator should be actively responding to comments and engaging with the community. This shows that it's a true partnership and encourages more dialogue, which helps give the post an extra boost from the algorithm.

Cross-Promote in Stories

Amplify your collab post even further. Both partners should share the new post to their Instagram Stories, using the "Add to Story" feature. This ensures that a greater percentage of your active followers see the content, driving more initial traffic and engagement to the post.

Final Thoughts

Mastering the Instagram Collab feature is a simple and powerful method for growing your audience and making genuine connections. By co-authoring a post, you're not just expanding your reach, you're building credibility by borrowing trust from a partner, influencer, or fan whose values align with your business. This helps you reach more people and foster positive connections along the way.

At Postbase, we believe that the best social media strategies are built on a foundation of solid planning. We designed our visual calendar to help you map out your entire content plan, including scheduled Reels, Stories, and collaborative posts, so you always have a bird’s-eye view of your partnerships. This helps you coordinate with your partners ahead of time, ensuring every piece of content goes live exactly when it needs to, without any last-minute stress. Having experienced collaborations from both sides, we know this organization makes a significant difference, which is why our platform is designed to make your daily posting and connecting simple and effective.