How to Do a Combined Post on Instagram

Looking to get your Instagram posts in front of two audiences at once? You can do exactly that with Instagram’s Collab feature, which lets you co-author a single Feed post or Reel with another account. This highly effective tool shares your content across both of your profiles, combining likes and comments into one shared conversation. This guide will walk you through exactly how to create a combined post, the strategic reasons why you should, and a few best practices to make your collaborations a massive success.

What Exactly Is an Instagram Combined Post (Collab)?

An Instagram Collab post is a single piece of content - either a photo, a carousel, or a Reel - that is jointly owned by two separate accounts. When you create a Collab post, the original post lives on your profile, and you invite a partner to be a co-author. Once they accept, that same post appears on their profile grid and in their followers' feeds, too.

The beauty of this feature is that all engagement is shared. Every like, save, share, and comment from both audiences appears on the single post, creating powerful social proof. You'll see both account usernames right at the top of the post, signaling a true partnership to everyone who sees it.

This is completely different from simply tagging another account in a photo or mentioning them in a caption. A standard tag notifies the other person and lets them share your post to their Stories, but it doesn't place the post on their main profile grid. A Collab post gives both accounts equal billing and ownership, effectively merging your reach for that single piece of content.

Why You Should Be Using Instagram Collab Posts

If you're still on the fence, think of Collab posts as one of the most powerful organic growth tools Instagram has given creators and brands in years. When used strategically, they can deliver outsized results compared to a standard post.

Boost Your Reach and Engagement

The most obvious benefit is the immediate boost in reach. Instead of marketing to just your followers, you’re instantly tapping into your partner’s audience, too. Because the post shows up natively in both feeds, you can expose your brand, products, or message to a totally new set of potential customers and followers. And since all the likes and comments are consolidated, the post gathers engagement faster, which can signal to the Instagram algorithm that this is valuable content worth showing to even more people.

Build Brand Credibility and Trust

When you partner with another reputable creator or brand, you're essentially getting a public endorsement. Their decision to collaborate with you transfers some of their hard-won trust over to you. For their audience, seeing their favorite creator partner with your brand feels like a personal recommendation. This "trust by association" is far more powerful than a traditional ad because it feels authentic and genuine. This is especially effective for smaller brands partnering with established creators or for two brands in complementary niches working together.

Generate High-Quality, Authentic Content

Collaborations often push you to step outside your usual content comfort zone. Working with another creative mind can lead to new ideas and formats you might not have come up with alone. Imagine a fitness apparel brand collaborating with a yoga instructor on a Reel demonstrating a new flow, or a local coffee shop partnering with a bakery to showcase the perfect pastry pairing. This content is valuable, creative, and serves both audiences perfectly.

Drive New Follower Growth

Collab posts are a fantastic tool for discovery. When someone from your partner’s audience sees the joint post and enjoys the content, their next logical step is to check out your profile. The clickable usernames at the top of the post make this incredibly easy. If your profile is optimized with a clear bio and compelling content, a percentage of those new visitors will convert into loyal followers who are genuinely interested in what you have to offer.

How to Do a Combined Post on Instagram (Step-by-Step)

Creating an Instagram Collab post is surprisingly straightforward. The process starts just like any other post, with one extra step before you hit publish. Follow these instructions, and you'll be set.

Step 1: Create a New Post or Reel

Start by tapping the + icon at the bottom of the Instagram app home screen. From there, select whether you want to create a Post (a single image or a multi-slide carousel) or a Reel. Choose the media from your phone's gallery as you normally would.

Step 2: Edit Your Media and Write Your Caption

Go through the familiar creative process. Apply any filters or edits to your photo or video. For Reels, add music, text, or any effects you want. Once you get to the final screen, write out your compelling caption, add your hashtags, and include any location tags. Get everything looking exactly how you want it before moving on to the next step.

Step 3: Tap 'Tag People'

On that final screen, just below the caption area, you'll see a line item labeled "Tag People." Tap on it to open up the tagging menu.

Step 4: Select 'Invite Collaborator'

You will now see two options: "+ Add Tag" and "+ Invite Collaborator." While "Add Tag" places a simple tag on the visual, "Invite Collaborator" is what initiates the co-authoring process. Tap on "+ Invite Collaborator" to proceed.

Step 5: Search For and Select Your Partner’s Account

A search bar will appear. Start typing the username of the brand or creator you want to partner with. Once their account pops up, tap on it to select them. Remember, you can only invite one collaborator per post. The account must also be public, as private accounts cannot participate in collabs.

Step 6: Publish Your Post

Once you’ve selected your collaborator, you’ll see their tag appear in the "Invite Collaborator" section. All that’s left to do is hit the blue "Share" button. The post will immediately go live on your profile, with a "pending" note visible only to you. Now, the ball is in your partner's court.

What Happens Next? (The Collaborator’s Side)

Your work is done, but your partner has one final step to seal the deal. Here's what they experience:

• Notification: Your collaborator will instantly receive a notification and a request in their Direct Messages letting them know you've invited them to collaborate on a post.
• Review and Accept: They will need to open the request and tap the "Review" button. This allows them to see the full post before agreeing. If they're happy with it, they simply click "Accept."
• Go Live: The moment they accept, your post will automatically appear on their profile grid, become visible to their followers, and officially list them as a co-author. All the existing likes and comments will be visible on their end, and any new engagement will be shared across both.

If for some reason they decline the invitation, the post simply remains on your profile as a standard piece of content. Any collaborator tags will be removed.

Best Practices for Successful Instagram Collabs

Knowing how to do a Collab post is only half the battle. Executing a successful one requires strategy and professionalism. Keep these tips in mind.

Partner with the Right Accounts

Don't just chase partners based on follower count. The best collaborations are born from natural alignment. Look for accounts whose audience, values, and aesthetic complement yours. A vegan protein powder brand collaborating with a plant-based recipe developer makes sense. A high-fashion label partnering with a rugged outdoor adventurer? Probably not so much. Great alignment leads to more authentic content that resonates with both audiences.

Communicate and Plan Before You Send the Invite

Never, ever send a surprise Collab request. It's considered poor etiquette and is likely to be ignored or denied. Collabs should be a joint effort from the start. Reach out via email or DM to pitch your idea first. Discuss the content concept, the caption, the call-to-action, who provides what, and agree on a posting time before you even start creating the post. Professionalism goes a long way.

Create Content That Benefits Both Audiences

A great collaborative post provides value to everyone. The content shouldn't feel like a one-sided advertisement. It should be something that both of your audiences will genuinely find entertaining, useful, or inspiring. Ask yourself: "What's in it for them?" If the post is only self-serving, it won't perform well and could even alienate your partner's followers.

Engage with Comments Together

Community management is a team sport for Collab posts. Both you and your partner should be actively responding to comments as they come in. When followers from both accounts see both creators engaging in the conversation, it reinforces the sense of a genuine partnership and makes the audience feel more connected to the content.

Bonus Tip: Combining Multiple Media Into Carousels

While the Collab feature combines the efforts of two accounts, don't forget another simple way to "combine" content: carousels. An Instagram carousel post allows you to bundle up to 10 photos and videos into a single, swipeable post.

This format is incredibly versatile for storytelling, tutorials, data reveals, or product showcases. For example, you can combine:

• High-quality photos with a behind-the-scenes video.
• An infographic on the first slide with more detailed explanations on subsequent slides.
• A "before and after" reveal with photos and a Boomerang.

Combining different media types in a carousel is a great way to keep your audience engaged longer and deliver more value within one post.

Final Thoughts

Instagram's Collab feature offers a brilliant opportunity to extend your reach, build social proof, and create exciting content with like-minded partners. By following the simple steps and focusing on strategic alignment, you can turn this feature into a core part of your growth strategy and connect with new audiences in a truly authentic way.

Successful collaborations don't just happen by accident, they require thoughtful communication and, most importantly, careful planning. At Postbase, we built our visual calendar specifically to help you manage these moving pieces. It makes it easy to map out campaign schedules with your partners, see where an Instagram Collab fits into your overall content strategy, and ensure everything flows together perfectly. When it’s time to go live, you can schedule it all and get back to fostering the creative partnerships that grow your brand.