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.