Instagram has evolved far beyond sharing holiday and cat photos. It’s now a hub for brand building, community engagement, and strategic partnerships. If you’ve ever asked yourself how to collaborate on Instagram (IG), you’re not alone. More and more creators, freelancers, and small businesses are joining forces on Instagram to increase visibility, reach new audiences, and drive engagement.

In this article, you’ll learn exactly what an Instagram collab is, how to add a collaborator on Instagram, the difference between a paid partnership and a collaboration, and how to create professional Instagram posts with Adobe Express.

Let’s get started!

What does collab mean?

Especially in online communication, we tend to use abbreviations, including “IG” and “collab”. “Collab” simply is the abbreviation for “collaboration”. But what is a collab? On Instagram, a “collab” refers to a post or reel shared by two users – it appears on both profiles and reaches both sets of followers. Unlike a simple tag, an Instagram collaboration officially acknowledges both creators as co-authors of the content. This feature is especially popular among content creators, small business owners, and marketers aiming to expand their audience. But it's more than that. This strategic partnership is increasingly becoming an important component of company brand strategies.

Here’s why Instagram collaborations are so appealing:

• Shared visibility: Posts appear on both collaborators’ profiles, doubling potential reach. But that's not all. Instagram collaborations also give you access to your partner's established audience – in other words, an audience you might never have reached otherwise. Thus, Instagram collaboration posts offer you the opportunity to organically introduce your brand to potential new followers and expand your digital presence beyond what you could achieve alone.
• Joint engagement: Likes, comments and shares are counted collectively for Instagram collaboration posts, making them more likely to be boosted by the algorithm. It gets even better: if a collaboration post performs REALLY well, Instagram is more likely to highlight it on the “Explore” page, giving it even more visibility.
• Increased trust: When two creative minds or brands work together, it often signals credibility and shared values. And trust, in turn, promotes growth. According to Edelman, 61% of consumers become brand ambassadors when they fully trust a brand. Read our article on brand ambassadors for more on this topic.
  
  But back to the topic of trust. When creatives partner with a brand, they effectively give that brand a seal of approval and signal to their audience that the brand is trustworthy.
• Access to new content and ideas: Instagram and social media are evolving rapidly. Every time users refresh their feeds, they get new, engaging content. This poses a challenge for brands – 23% of marketers say that finding ideas for new creative content is one of their biggest challenges.
  
  Instagram collaborations can help you overcome this challenge. By working with other creators, you can discover new ideas and formats for innovative creative content of your own.
• Cost-effective marketing: Instead of investing money in paid advertising, collaborations – especially with UGC creators or micro-influencers – often offer more organic and cost-effective marketing. You gain access to content, reach, and engagement without breaking your budget.

In addition to all the advantages mentioned above, Instagram collaborations work best when both parties have a common interest, similar values, or overlapping target groups. Whether it's a product launch, a competition, a campaign or just a creative idea, collaborating on Instagram can help both accounts grow organically.

5 post types that work well for Instagram collaborations.

Not every post fits an Instagram collaboration – but some formats are particularly effective. Here are a few ideas for making the most of this feature:

• Guest posts: Invite a collaboration partner to share a post on your feed. This provides new perspectives and helps you expand your reach and grow your community.
• Behind the scenes: Offer behind-the-scenes insights into your collaborations. This humanises your brand and gives your audience added value.
• Joint stories: Create an interactive Instagram story to which both accounts contribute. This dynamic format keeps followers engaged and adds variety to your stories.
• Cross-promotion of products or services: Collaborate with a complementary brand to showcase products or services. This marketing strategy helps you reach new customers and grow your audience.
• Start a trend or challenge: Launch a fun challenge or trend with a partner. This encourages engagement from both target groups and generates viral participation, increasing visibility for both accounts.

If you choose the right post format for your Instagram collaboration, you're halfway there. Nevertheless, here are a few more points that matter when publishing an Instagram collaboration post.

Things to consider before publishing an Instagram collaboration.

Before hitting the “Publish” button of your Instagram collaboration post, keep the following points in mind.

• Eligibility and privacy: Not every account is eligible to participate in an IG collaboration. Check your privacy settings and those of your partner to ensure the Instagram collaboration feature is available.
• Choose the right partner: Select collaboration partners who align with your own brand values. A bad fit can do more harm than good. Make sure your collaboration partner’s audience as well as their content align with your goals.
• Set clear expectations: Instagram collaborations are not just for fun – although fun is a good basis. Establish guidelines for content style, publication timing, and engagement strategies. Clear communication with your Instagram collaborator prevents confusion and ensures that both of you are on the same page.
• Approval and control: Remember that the collaboration partner must accept your invitation before the post can be published – and the other way around. Also, they can remove themselves at any time. Here, too, good communication is key.

Now that everything is ready, let’s learn how to add a collaborator on Instagram.

How to add a collaborator on Instagram.

Now that we've done our homework, let's finally get down to business. If you’re wondering how to add a collaborator on Instagram, the process is surprisingly simple. We walk you through it:

• Create your post or reel as usual.
• Tap “Tag people” before you publish.
• Select “Invite collaborator” and search for the user you want to collaborate with – you can add up to 5 Instagram collaborators.
• This sends a confirmation request to the potential partner(s).
• Once they agree, all selected profiles are displayed in the post.

Just like that, you’ve unfolded the magic of an Instagram collaboration post.

What is the difference between a paid partnership and a collaboration on Instagram?

At first glance, they may seem similar, but there are important differences between an Instagram collaboration post and a paid partnership. Let's take a closer look.

Here’s what defines an Instagram collaboration post:

• Two or more accounts create content together and share it on their profiles.
• No formal payment is required.
• Often based on mutual benefit or creative alignment.

Here’s what defines a paid partnership on Instagram:

• One account (usually a creator) is compensated by a brand for creating content.
• Posts are labelled “Paid partnership with …” for transparency.
• Subject to advertising and disclosure guidelines.

So, is it better to collaborate on Instagram or publish a paid post? That depends on your goals. If you're looking for a creative partnership to grow your community, an Instagram collaboration is ideal. If you're part of a paid brand campaign, choose a paid partnership.

Both forms can coexist, and many creators use a mix of both. As always, transparency is key. If payment is involved, disclose it.

How to create professional Instagram posts with Adobe Express.

Whether you publish with or without a collaborator is a matter of strategy. The content remains crucial. To reach a wide audience, your posts should be original and distinctive so that they stand out from the mass of daily uploads.

This is exactly where Adobe Express comes in. Whether you want to create a product advert, a quote post, or a behind-the-scenes look, Adobe Express offers everything you need to create professional content quickly and easily.

To create an Instagram post with Adobe Express:

1. Open Adobe Express in your browser or in the app.
2. Choose from countless professionally designed Instagram templates for posts, reels, carousels, or adverts.
3. Customise the template. Upload your own content (pictures or video clips) or find photos, design elements, graphics and more in our extensive library.
4. Further customise your post. Add your logo, edit images as needed, change colours, or add text. You can also use our generative AI features to apply styles or textures to letters.
5. Share your finished post with colleagues or Instagram collaborators for feedback.
6. After completing all changes and getting final approvals, either download your post and save it for later use, or publish it directly.

But that's not all Adobe Express can do to help you with your social media and online presence. To ensure brand consistency, you can create a brand kit with Adobe Express. Upload your colour palette, fonts and logos for identical branding across all your posts. Adobe Express also lets you design content across platforms, e.g. resizing posts for other formats in just a few clicks.

Try Adobe Express for free now

Good to know.

How to collaborate on IG?

Create a post or reel, tap “Tag people” and then select “Invite collaborators”. Search for the account you want to collaborate with and send the invitation. Once the invitation is accepted, the post will appear on both profiles and interactions will be shared between both audiences.

What does collab mean?

On Instagram, a collab indicates that two accounts share the same post or reel. A collab shows up on both profiles, and likes, comments, and views are combined for both audiences.

How to share a reel on Instagram?

To share a reel on Instagram as a collaboration:

1. Create your reel: Tap “Reel” and record or upload your clip.
2. Tag others: After editing your reel, tap “Tag people”.
3. Invite your partner: Select “Invite collaborators”, search for their account and select it.
4. Publish your reel: Tap “Share”. Your collaborator will receive an invitation.
5. The collaboration will be published on both profiles: Once your partner accepts the invitation, the reel will appear on both accounts and the interactions (likes, comments, views) will be shared.

Can you add a collaborator on Instagram after posting?

Yes. Navigate to the post, tap the three-dot icon and select Edit > Tag people > Invite collaborator. Select the user and tap “Invite to collaborate”. When the user accepts, the content will then be added to their profile. Note: This option is not supported everywhere or for every content type. Instagram may be testing this feature or rolling it out gradually, so it might not yet be widely available in your region.

Is Adobe Express free?

Yes. The free plan including thousands of templates, photo and video editing, design elements and effects, 5 GB of storage, and AI features. See our pricing page for details and plan comparisons.