Instagram is testing a new feature that will allow two users to collaborate on publishing Feed Posts and Reels.
In a Tweet last week, Instagram’s VP of product, Vishal Shah, announced the test of a new feature allowing collaborative Posts, meaning posts on the Feed and in Reels can be published by two different accounts at once.
The new “Collab” feature will make the content appear as coming from two accounts partnering in the publication.
Shah explained the intention behind the feature saying:
“Collaborating is a huge part of how people connect on Instagram. To make that easier, we’re testing a new way for people to co-author Feed Posts and Reels, called Collab. From the tagging screen, you can now invite another account to be a collaborator on the post or reel. If they accept, both accounts will appear in the post or reel header, and it will be shared to both sets of followers.”
(1/3) Collaborating is a huge part of how people connect on Instagram. To make that easier, we’re testing a new way for people to co-author Feed Posts and Reels, called Collab. pic.twitter.com/YD1SaSYHOl
— Vishal Shah (@vishalshahis) July 21, 2021
The one benefit of this feature is that they will be shown to a larger number of followers, and simultaneously appear in the photo grids of both accounts’ profiles.
Post stats will also be made available to both users, while comments and reactions for the post will be available in a single stream – and on each Collab update notification.
When and if Instagram rolls out this feature more widely, it will be particularly useful to maximize engagement and establish more collaborations between brands and influencers. Furthermore, it can also see partnering brands and influencers expand their collaborative reach by merging each other’s follower pools.
However, the new feature is currently being tested with selected users in the UK and India, with no official plans for an expansion just yet.
Those who are part of the selected group of creators participating in the test will see an option to invite another account on the tagging screen when posting or creating a Reel.
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