How to Use Instagram Collab Posts to Double Your Reach

It might come as a surprise, but Instagram Collab posts have been around since 2021. Yep, nearly half a decade! Wild, right?

So why are we still talking about them in 2025? Because this once-underused feature is finally getting the spotlight it deserves.

Brands are using Collabs to tap into each other’s audiences and double their reach with no extra ad spend. Meanwhile, creators are loving the simplicity. No more duplicate posts or tagging workarounds, just one post, two profiles, and shared engagement.

And honestly, it works. Instagram Collab posts can boost engagement by up to 3x. That’s not a fluke, it’s the power of merged audiences.

Still hesitant? Totally fair. Because when you mess up a Collab post, whether through bad timing, an off-brand caption, or inviting the wrong account, it can be messy for everyone involved.

That’s why we're breaking it all down for you step-by-step. From how to create a Collab post to real-world use cases that work, we've got you covered.

What is an Instagram Collab post?

An Instagram Collab post is when you invite someone to co-own the post with you. Once they accept, the post shows up on both profiles, your feed and theirs. 

It shares everything. Likes, comments, views, it all piles up in one place, no matter which account people see it from. Now, as amazing as that sounds (and honestly, it is), there are a few ground rules and quirks you should know.

Initially, the post was limited to two accounts per post. But in 2023, they updated it to allow up to six accounts, the original poster plus five collaborators, to share the same post.

However, there are a few things to keep in mind. First, you can only invite collaborators while creating the post. You can't go back and add them once it's live. If you forget, you'll need to delete and repost. So, it's a good idea to double-check before hitting share.

Also, the post can only be created through the mobile app. This feature isn't available on the web version of Instagram. And, of course, both the original poster and collaborators need to have public profiles for the Collab post to work.

If someone declines the invite, the post will remain on your profile, but it won’t show up on theirs. If they accept, the post will appear on both accounts.

Also, the original creator is the only one who can edit the post. Once it’s live, collaborators can’t change the caption, swap images, or untag themselves without removing the Collab entirely.

Note that even though everyone shares the post and its engagement, the original poster still technically 'owns' the post. If they decide to delete the post or deactivate their account, it will disappear from everyone’s feed.

Also, if the original poster switches their account to private, only their followers will be able to see the post. If a private account is invited to collaborate, they'll still need to accept follow requests from people who discover them through the post.

How is the Instagram Collab feature different from a Tag?

You might be wondering, "Why bother with Collab posts when we already use tags?" It’s a valid question, especially since tagging has been a go-to for a long time.

Collab posts offer a whole new level of engagement and visibility that tagging just can't match.

With a tag, you are essentially mentioning someone, giving them a nod in your post. Sure, their followers can see the tag, but the post still only lives on your profile. The engagements, likes, comments, and views, stay with you. 

But with a Collab post, everything is shared. When both accounts co-own the post, it shows up in both profiles' feeds, and the engagement is pooled together. That means the reach is broader, and you are able to connect with each other’s audiences more seamlessly.

Also, Collab posts can amplify your efforts in a way tags can’t. Both accounts get the benefit of the post appearing on each other's profiles and in both audiences’ feeds. So, it’s not a mere mention, it’s a partnership that doubles your chances for engagement.

How to create an Instagram Collab post?

Here’s a step-by-step guide on how to create an Instagram Collab post, including all the details you’ll need to follow:

Step 1: Open the Instagram app

First, open the Instagram app on your mobile device. Remember, you can only create Collab posts through the mobile app, this feature isn’t available on the web version.

Step 2: Create a new post

Tap the + icon at the top or bottom of your screen (depending on the app version).

Choose your preferred content format and upload your photo, video, or carousel. You can also edit it with filters, captions, tags, or anything else you’d usually add.

Step 3: Select invite collaborator

Once you have edited your post, you’ll reach the share screen. Here’s where the Collab magic happens.

Tap on the Tag People option. Then, you’ll see an option that says Invite Collaborator. Tap that, and you’ll be able to search for the account(s) you want to collaborate with.

Step 4: Choose your collaborators

Start typing the name of the account you want to invite to collaborate. When you find the account, tap on it to select them as a collaborator. You can invite up to five collaborators, so you are not limited to just one.

Step 5: Send the invite

Once you’ve selected all the collaborators, tap the Done or Checkmark icon. The invitation will be sent to those accounts. 

Step 6: Wait for acceptance

The invited collaborators will receive a notification asking them to accept the Collab invitation. Until they accept, the post will only appear on your feed. If they accept, it will show up on both of your profiles.

If they don’t accept the invite, the post will remain on your profile, and they won’t be part of the Collab.

Step 7: Publish the post

Once your collaborators accept the invite (if they do), you can proceed to publish your post as usual. Tap Share, and your Collab post will go live!

Step 8: Monitor engagement

Once the post is live, both you and your collaborators will be able to see the engagement (likes, comments, and views) in real time. Both audiences are able to interact with the post, and all comments and likes are visible to both accounts.

Note: If a private account is invited to collaborate, they’ll need to approve new follow requests from people who discover them through the post.

That's it! You have now got your Collab post live, with engagement being shared across both accounts. Whether you are working with influencers, brands, or fellow creators, this is a great way to grow your reach and make your content more impactful!

5 Creative ideas to use the Collab feature in your next Instagram post

1. Influencer partnerships

One of the easiest and most effective ways to use Collab posts is by teaming up with an influencer who resonates with your brand. When an influencer posts alongside your brand, both your followers and theirs get to see the collaboration, which increases visibility and engagement.

Owyn often collaborates with fitness influencers like Kelsey Wells to promote their vegan protein shakes. A Collab post allows both the brand and the influencer to engage their communities, creating a win-win situation that increases brand awareness and trust.

2. Co-branding with other brands

Got a product or service that pairs perfectly with another brand's offerings? A Collab post is perfect for co-branding. Both companies can promote a special offer, limited-edition item, or even a joint campaign to their combined audience.

One Trick Pony teamed up with Great Jones to launch a new ceramic bakeware set with a Peanut Butter Cup Blondies recipe. The collab includes a giveaway featuring peanut butter jars and the Little Hottie pan. 

Both brands could showcase their products to their followers, creating a buzz and reaching different segments of enthusiasts.

3. Host a joint giveaway

Everyone loves a good giveaway! If you're looking to grow your audience, teaming up with another brand for a joint giveaway can make it even more exciting.

Collab posts let both brands share the post, giving them access to each other’s followers and increasing participation.

Fishwife joined forces with Chobani, Goodles, Chomps, and Barebells for a high-protein giveaway packed with snacks, drinks, and pantry staples. It highlights wellness-focused brands offering over $350 worth of protein-packed goodies. 

The Collab post made it easy to reach both their audiences and grow their follower base while promoting a healthy lifestyle.

4. Behind-the-scenes with influencers

If you’ve got a behind-the-scenes look at how your product is made, why not invite a creator or influencer to join in? This works especially well if you're showcasing a creative process, like product design or art creation.

This behind-the-scenes moment captures Pharrell Williams immersed in the design process of his Tiffany collection. 

Surrounded by prototypes, the image reflects the artistry and precision behind the collaboration, blending Pharrell’s bold vision with Tiffany’s craftsmanship, highlighted by Tahitian pearls, 18k gold, and pavé diamonds.

5. Customer-brand collab 

Nothing speaks more to your audience than real customers using your product. By featuring them in a Collab post, you highlight how your community connects with your brand while giving your customers a chance to share the spotlight.

This post by Patagonia highlights a powerful brand-customer collaboration, featuring Nick Russell, an adventurer and loyal Patagonia user.

By spotlighting his personal journey and passion for free-riding, Patagonia not only celebrates authentic storytelling but also deepens community connection, showing how real users embody the brand’s ethos in extreme ways.

Conclusion

In a feed where everyone’s shouting for attention, Collab posts are your chance to cut through the noise, not by being louder, but by being mindful.

This isn’t just a trend. It’s a cheat code. One post. Two (or more!) audiences. Shared reach, pooled engagement, zero extra ad spend. That’s not a hack but a well-thought out strategy.

But listen, Collabs aren’t about slapping two logos on a post and calling it a day. The magic happens when there’s a real story, a real reason, and a real alignment between the accounts. That’s when people stop scrolling and actually care.

And you don’t need a full content team or a five-step approval chain to make it happen. Just a good idea, a like-minded partner, and a tool that helps you know what’s working.

That’s where Measure Studio comes in. It doesn’t just show you vanity metrics. It helps you see what kind of Collab content is actually moving the needle. Because if you’re gonna share a post, you might as well share some wins too, right?

Ready to make your next Collab post one people remember? Go on, get into the data, Measure Studio’s got you.

Get started with Measure Studio today.

Frequently Asked Questions

Can I add a collaborator after the post is already live?

Unfortunately, nope. Once a post is live, you can’t go back and invite someone to co-own it. If you forgot to add them, you’ll have to delete the post and start fresh. Painful, we know. So double-check before you hit “Share.”

Do both accounts get the same engagement stats?

What happens if my collaborator declines my invite?