Instagram collaborative posts are a useful way for brands, businesses, and creators to cross-promote themselves and another brand. Both organisations or people benefit from reaching a larger audience.
Instagram is more popular than ever, with over 3 billion active users. The time people spend on Instagram has increased over the years, and in 2026, the average user now spends more than 32 minutes a day on the app.
In 2021, Instagram launched collaborative posts, and they’re still proving useful for driving engagement.
If you aren't sure what Instagram collaborative posts are about, stick around — we are going to explain what they are, and how to use them to promote your business or a client.
Here's what we'll cover:
Let's get started!
Instagram collaboration posts, often called Instagram collabs, are when two or more Instagram users work together to create and share content. This feature allows users to co-author posts with other accounts.
These collabs can take various forms and serve different purposes. Still, they generally involve influencers, brands, or content creators teaming up to cross-promote each other and reach a wider audience.
The good news is, in 2026, not only can you collab with up to 5 other people or brands, collaborative features have expanded more deeply into Stories, not just Feed/Reels.
Collabs reach more people. According to recent research, collaborative Reels now see an average of 2.5x more reach than non-collab-based Reels. Making a collab a useful part of your Instagram Reels strategy.
Instagram collabs can take many forms. Although the possibilities are truly endless, let's check out three different types of Instagram collab posts.
Brands often collaborate with influencers or other brands to promote their products or services.
Influencers or content creators may receive products to feature in their posts. This kind of collaborative post is quite popular for influencers and niche brands in the wellness and beauty industries, among others.
The influencer simply needs to collaborate with the brand, and they will be rewarded while the brand is rewarded through the influencer’s following. This is a key way to have a win-win situation for everyone.
In a takeover, one user temporarily gains access to another user's Instagram account to post content. Collaborative posts can be joint reels or posts where the influencer and the brand collaborate for a day.
Collaboration posts can also involve affiliate marketing, where users promote products or services using unique affiliate links and earn a commission for each sale generated through their links.
This would be beneficial to the brand, as the influencer would raise awareness of the product, and to the influencer, as they would earn a commission.
When done right, collab posts can be a key part of your Instagram and social media content calendar.
When you allow your brand to collaborate with another, you automatically boost your engagement and likes, as Instagram will consider those for the post or reel rather than separating each post by just one brand.
In 2023, Instagram introduced a feature allowing up to 5 co-authors (collaborators) on a collab post. This means your reach could be exponentially greater than that of a regular post.
Now that you have started to understand Instagram collaborative posts, let's explore seven easy steps to creating one.
Step 1: Add the photo
Step 2: Edit the photo as needed
Step 3: Click on tag people
Step 4: Click on invite collaborators
Step 5: Choose the collaborator
Step 6: Create a snazzy caption
Step 7: Post the content and wait for the collaborator to accept
Now that you have created the Instagram collaboration post, sit back and wait for the collaborator to accept your invite. When the account accepts the invite, their username will be added to the post, and the post will be shared with their followers, too.
Remember that the collaborator can see all likes and comments on the post.
Note that a collaborator may remove themselves at any time, and you may also remove them at any time.
Accepting an Instagram collaborative post invite is one of the easiest parts of the process.
As a recipient of an invite, all you have to do is click accept, and the co-authored post will be live.
Yes, you can, and it’s easy to do.
Just follow these steps:
Each of them will need to approve it before it goes on their Feeds, and they can edit it, the same as any collaborator can if you’d added them to the post before it went live.
You might be wondering, “Isn’t a collab just another way of saying tagging?”
It’s actually not.
A collaborative post, as we’ve covered in this article, is more involved. It gets posted to both people’s/brands Feeds, and boosts reach for ever collaborator involved.
Tagging is useful, too. But it’s simply a way of tagging another person or brand in a Story, Reel, or Post. Followers of that person or brand won’t see the post unless they share it to their Feed.
So, if you want to boost your reach for a particular post, or other content format, then you need to do a collaboration. It’s just useful to discuss that beforehand with the other people involved, so they know when it’s happening.
Now that you know how to create Instagram Collaborative posts, let's focus on the best, most creative ways to create exciting content for them.
Knowing how to use Instagram hashtags in 2026 is crucial, as well as making sure you tap into creating unique and inspiring carousels. The main focus should always be to maintain your brand voice and create content that is strong and compelling, encouraging readers to read more about your Instagram collaboration post.
Here are five key tips for creating the best Instagram Collaborative posts.
In every sector, including hotels, mortgage and loans, automotive retailers, education, real estate, and software, there are other brands and influencers you can work with. In most cases, larger businesses and multi-location brands have too many collaborative choices.
It might be helpful to work with a social media or influencer marketing agency to find the right people to collaborate with. You need someone who will add to your brand, not harm it. Finding the right person takes time, effort, and vetting.
In the example above, two Lego Instagram accounts have collaborated on a post. This works well for both parties, as their followings are catered to Lego fans.
What's better than an Instagram collab? Why, an Instagram collab giveaway, of course!
Giveaways can be a great way to interest more people. Studies show that, on average, more than 34% of new customers are acquired through contests, so this is a great benefit to reap.
Find a great giveaway in your niche and create compelling Instagram collaborative posts to drive results for your brand through engagement, likes, and follows.
By collaborating with that entity, you allow your brand to show which cause it is passionate about. Studies show that 32% of donors are most likely to be inspired to give via social media, so create an Instagram Collaborative post about something the people behind the brand care about.
This will bring great PR to the brand but also support something greater.
Creating an Instagram Collaborative post is a great way to celebrate a launch. Since you are partnering with an influencer or another brand, your reach will be greater than if you simply posted on your own.
In the example above, an influencer and a transport influencer collaborated to launch a new bus line in their area. This is a great example of how a collab launch should work, especially if it involves something in your community.
A benefit of being a social media manager is that you probably manage several accounts. You can use this to your advantage by collaborating with another brand you manage.
This will benefit both parties by increasing organic reach. Find something your two brands have in common, create a collab post, and let both brands benefit from the campaign.
As a social media manager, you’re probably managing several accounts simultaneously. Multitasking is part of the job, but so is having the best Instagram social media management tool.
With Sendible, you can easily:
As a social media manager, you probably manage several accounts simultaneously. Multitasking is always essential, but so is having the best Instagram social media management tool.
With Sendible, you can easily:
And these are just some of the features that can help.
If you want to learn how to ensure you're using evergreen content, your posting schedule is always full, you have approval, your posts are mistake-free, and your stakeholders are regularly updated (automatically) on your progress.
