Collab post
Also called Instagram Collab, collaborative post, co-authored post
What is a collab post?
A collab post is an Instagram post, carousel or Reel co-authored by two or more accounts. One account creates it and invites the others; once accepted, it appears on every collaborator's profile and in their followers' feeds, showing all names at the top. Likes, comments and views are shared and counted once.
Collabs are common between brands and creators, between two complementary businesses, and between a business and a customer or partner. Because the post shows up for both audiences, each account can reach people who follow the other.
Paid creator collabs should still use the paid partnership label, since a collab post on its own does not count as a sponsorship disclosure.
Why a collab post matters
A collab post is one of the simplest ways to reach a new, relevant audience on Instagram. Two small businesses with overlapping customers can share each other's followers without spending money on ads.
Combined engagement also helps the post perform, because comments and likes from both audiences add up on a single post.
How to make a collab post on Instagram
- Agree the idea and the content with your partner first.
- Create the post or Reel as usual.
- Before sharing, tap Tag people, then Invite collaborator, and choose the account.
- Share it. It appears on their profile once they accept.
- Reply to comments from both audiences.
Collab post example
Crumb & Co bakery and a nearby coffee roaster post a joint Reel about pairing their pastries with a new single-origin coffee. It appears on both profiles, and each business picks up followers from the other.
Collab post FAQ
How many collaborators can an Instagram post have?
Instagram has raised the limit over time and now allows several collaborators per post. Check the current number in the app, as it changes.
Do both accounts get the likes on a collab post?
Yes. It is one post shown on each profile, so likes, comments and views are shared.
Related terms
Influencer marketing is paying or partnering with creators who have an engaged audience to promote a product in their own content and voice.
Instagram Reels are short vertical videos on Instagram, shown in a full-screen feed that recommends them to people who do not follow you.
Organic reach is the number of unique people who see your content without paid promotion, through feeds, search, shares and recommendations.
A TikTok Duet puts your video side by side with someone else's as it plays, so you can react, sing along, compare or collaborate.
A brand ambassador is a person who represents and promotes a brand over time, often a customer, creator or employee with a long-term arrangement.