What is Collab post?
A collab post is an Instagram feature that lets two accounts co-author a single post, which appears on both profiles simultaneously and shares likes, comments, and reach across both audiences.
Collab posts are used by brands and creators to co-publish sponsored content that reaches both the brand's followers and the creator's followers without the need for the brand to separately repost. The shared engagement signals also tend to boost algorithmic distribution.
For creators, a collab post with a brand offers added reach from the brand's audience. For brands, it provides authentic placement on the creator's feed with shared social proof metrics. Both sides see identical engagement counts on the post.
Collab posts are currently an Instagram-native feature. They work for both feed posts and Reels. One account creates the post and invites the collaborator, who must accept before the post goes live on both profiles.
Related terms
- Sponsored post
- A sponsored post is a piece of content a creator publishes in exchange for payment from a brand, which must be disclosed as advertising under FTC and platform guidelines.
- Paid partnership
- Paid partnership is the official label used on Instagram and Facebook to disclose that a creator was compensated by a brand for a piece of content, powered by Meta's branded content tool.
- Whitelisting (creator whitelisting)
- Whitelisting is when a creator grants a brand permission to run paid ads from the creator’s own social media handle, so the ad appears to come from the creator rather than the brand.
- Reach
- Reach is the total number of unique accounts that saw a piece of content during a given period, distinct from impressions which count every view including repeats.
- Influencer marketing
- Influencer marketing is a form of marketing where brands pay social media influencers to promote products to their followers, using the influencer’s trust and reach to drive awareness and sales.
More in Content
Collab post sits in the content part of the glossary. These terms come up in the same conversations and are worth reading alongside it.