How to Make a Collaborative Post on Instagram

The Instagram Collab feature is one of the most effective ways to grow your audience and boost your engagement, letting you co-author a single Feed post or Reel with another account. This guide covers exactly how to create a collaborative post, plus actionable strategies to get the most out of your partnerships.

What is an Instagram Collab Post, Anyway?

An Instagram Collab post is a single post that appears on the profile grids of two or more different accounts at the same time. Instead of you tagging another account in your photo, this feature lists you both as co-authors in the post's header. Think of it as a joint post.

Here’s what makes it so powerful:

• Shared Reach: The post is served to followers of all collaborating accounts, instantly multiplying its potential reach.
• Shared Engagement: All the likes, comments, and views are consolidated and displayed on the single post, no matter which profile a follower sees it from. This can lead to impressive social proof and higher engagement metrics.
• Profile Presence: It lives on the profile grid of every collaborator, driving discovery and cross-pollination of audiences long after it's initially posted.

It’s an official, built-in way to partner with other creators, brands, or businesses, making collaborations feel more integrated and seamless than a simple @-mention or tagged photo ever could.

Why You Should Use the Instagram Collab Feature

If you're focused on building a brand or audience on Instagram, the Collab feature isn't just a gimmick - it's a core strategic tool. It directly addresses some of the biggest challenges creators and marketers face, like breaking through algorithmic plateaus and reaching new, relevant audiences organically.

1. Instantly Expand Your Reach

The biggest and most obvious benefit is reach. When you collaborate with an account that has 10,000 followers and you have 10,000 followers, your post isn't just shown to 10k people - it's shown to a combined potential audience of 20,000 (minus any audience overlap). It's one of the fastest ways to introduce your content and profile to a new group of people who are likely to be interested in what you do, especially if your collaborator's audience is well-aligned with yours.

2. Boost Your Engagement Rates

Because all likes and comments appear on a single post, the combined interaction looks much more impressive. A post that might get 500 likes on your profile and 500 on your partner’s profile now displays as a single post with 1,000 likes. This social proof creates a flywheel effect: posts with high engagement are often shown to more people by the algorithm, and users are more likely to interact with content that already has a healthy number of comments and likes.

3. Build Credibility and Social Proof

Collaborating with a respected creator or brand in your niche acts as a powerful endorsement. When someone your target audience already knows, likes, and trusts publicly partners with you, some of that trust is transferred. It signals to new viewers that you're a legitimate and valued voice in your community. For brands, this works especially well for influencer marketing, as a Collab post from an influencer feels more like a genuine co-sign than a standard sponsored post.

4. Streamline Partnerships and Cross-Promotions

Before the Collab feature, cross-promotions were clumsy. You'd ask another account to post on your behalf (a "shoutout"), or you’d both post similar content at the same time and tag each other. The Collab feature formalizes this process. Announcing a joint giveaway, co-hosting an event, or launching a co-branded product becomes much cleaner and more effective when the announcement comes from a single, co-authored post.

How to Make a Collaborative Post on Instagram: A Step-by-Step Guide

Setting up a Collab post is built right into the normal posting workflow. There are just two extra steps. Here’s a detailed walkthrough for both Reels and permanent Feed posts (photos/carousels).

Important Note: To use the Collab feature, both you and your collaborator must have a Professional Instagram account (either a Creator or Business account) and your profiles must be public.

Step 1: Create a New Post or Reel

Start by tapping the “+” icon at the bottom of the screen, just like you would for any other post. Select “Post” or “Reel” from the menu.

Step 2: Add Your Content and Edits

Choose your photo(s), video(s), or create your Reel directly in the app. Add any filters, music, and edits as you normally would. Once you’re happy with the visual content, tap “Next.”

Step 3: Access the Tagging Menu on the Final Share Screen

Now you’re on the final screen where you write your caption, add hashtags, and a location. This is where the magic happens. Look for the option labeled “Tag People” and tap it.

Step 4: Invite Your Collaborator

Normally, this screen is just for tagging people in a photo. But now you’ll see two options: “Tag” and “Invite Collaborator.” Tap on “Invite Collaborator.”

A search bar will appear. Search for the username of the account you want to partner with. You can invite up to three collaborators for a single post.

Step 5: Review and Share

Once you’ve selected your collaborator(s), you’ll see their username tag pop onto your content preview with "(collaborator)" written below it. You can place the tag anywhere on the image or move it around.

Now, go back to the share screen, finish writing your caption and adding any other details, and tap the “Share” button. The post will go live on your profile immediately.

Your part is done, but the post isn’t fully collaborative just yet. You're now waiting on your partner to accept your invitation.

What Happens for the Collaborator? (Accepting the Invite)

As soon as you publish the post, your collaborator receives an invitation. It’s important to communicate this with your partner so they know to look for it.

• Your partner will get a notification in their Direct Messages (DMs) as well as under their Activity notifications.
• The DM will show a preview of your post with a prompt that says "[Your Username] invited you to be a collaborator on their post."
• They’ll see a button labeled "Review." After tapping it, they can choose to "Accept" or "Decline."
• If they accept, the post will instantly appear on their own profile grid, your usernames will be linked together at the top of the post, and their followers will start seeing it in their feeds.

If they decline or ignore the request, the post remains live on your profile as a standard post, but without their name attached and without appearing on their profile.

Strategies for Creating High-Impact Collab Posts

Knowing how to use the feature is only half the battle. Knowing when and with whom to use it is what separates a routine post from a growth accelerator. Here are some strategies for different types of users.

For Creators Partnering with Creators:

• Joint Value: Don’t just post a photo together. Create a piece of content that provides value to both of your audiences. If one of you is a nutritionist and the other is a fitness coach, create a Reel featuring a "Workout-Fueling Meal." The content itself is tailored to your combined audience.
• Giveaways & Challenges: Announce a joint giveaway or challenge with a Collab post. The entry requirement can be as simple as following both accounts, instantly growing your audiences.
• Series and Takeovers: Launch a multi-part series where each creator brings their unique expertise. A Collab post can announce the series and link to both accounts.

For Brands Partnering with Influencers:

• Authentic Storytelling: Don’t just have an influencer hold up your product. Work with them to create content that feels natural to their style. A travel influencer using your backpack on an actual hike is far more compelling. The Collab feature makes this feel less like a jarring ad and more like a true partnership.
• Always Disclose: Make sure the influencer uses #ad or #sponsored in the caption to comply with FTC guidelines. The Collab feature doesn't replace the need for clear disclosure.
• Amplify User-Generated Content (UGC): Find a fantastic post from a customer using your product? Reach out and ask if they'd be willing to accept a Collab request. This showcases real customer love and gets your product in front of their network.

For Brands Partnering with Other Brands:

• Complementary Products: A coffee company and a mug company. A skincare brand and a sustainable towel company. A fitness app and a meal prep service. Partner with a non-competing brand whose product complements yours and create content showing how they work well together.
• Event Promotion: If you're co-hosting a webinar, workshop, or in-person event, a Collab post is the perfect way to announce it. Both brands get the promotion, and the shared engagement creates more buzz.

Common Collab Post Problems (and Quick Fixes)

Sometimes things don't go as planned. Here are some of the most common issues and how to solve them.

"I don’t see the ‘Invite Collaborator’ option!"

This is usually due to one of three things. First, check that both you and your potential partner have Professional accounts (Business or Creator), not Personal ones. Second, make sure both accounts are set to public. And third, update your Instagram app to the latest version.

"My collaborator didn't get the invitation."

Tell them to check their DMs and their Activity feed (the heart icon). Sometimes notifications get missed. If they still can’t find it, it’s possible they have message requests from new people turned off. The simplest fix is often for them to send you a DM first to open the line of communication.

"Can I add a collaborator to a post I've already published?"

No, you cannot. The invite must be sent before you hit the Share button. If you've already posted it and want to make it a collaboration, the only way is to delete the original post and re-upload it, sending the invitation this time around.

"What happens if my collaborator removes themselves from the post?"

If a collaborator chooses to remove themselves (they can do this by tapping the three dots on the post and selecting "Stop Sharing"), the post is simply removed from their profile grid and their name is taken off the header. The post will remain on your grid with all the consolidated likes and comments it has already accumulated.

Final Thoughts

Instagram's Collab feature is an incredibly smart tool for organic growth, designed to help you connect with new communities through genuine partnerships. By sharing your content, engagement, and reach with another account, you create a win-win scenario that rewards both you and your followers with more valuable promotions and content.

Planning these collaborations is what makes them successful, and that’s a big part of why we created Postbase. In our visual content calendar, you can map out your entire strategy visually, including all your planned Collab posts. This helps you coordinate with partners without getting lost in endless DMs and spreadsheet tabs. Centralizing your plans in a straightforward calendar view makes managing even complex campaigns feel clean, simple, and reliable - exactly how modern social media management should be.