Who doesn’t like a good collab, like Shakira and Beyoncé or Doritos and Taco Bell? (Man, those Nacho Cheese Doritos Locos Tacos were so good!)
Okay, that was beside the point. Brand collaborations can be successful if done right. According to a 2023 study by the Marketing Science Institute, engaging in brand partnerships can boost a brand’s visibility by up to 30%.
If that doesn’t surprise you, Forbes reported that some brand partnerships earned companies over 28% their total company revenue.
And, if that still doesn’t surprise you, Forbes also found that companies who are committed to the partnership economy are experiencing an annual revenue channel growth that surpasses 50%.
So, what does a brand need to do to start an Instagram collaboration? Don’t worry—we’ve got your back. Grab your Doritos Locos Taco, and let’s get started.
The Instagram collaboration feature allows two accounts to co-create a post or reel, sharing all forms of engagement including likes, comments, and shares.
Here’s the lowdown on how it works: one individual creates a post or reel on the Gram, invites the other party to collaborate, and once accepted, the engagement is shared between both accounts.
Note that you can only collaborate with one account per post. Before getting started with Instagram collaborations, we recommend familiarizing yourself with the Instagram influencer marketing landscape. But for now, let’s move on to the collab feature.
The benefits of Instagram collabs
There are A LOT of benefits to doing an Instagram collab like:
Growth: Both parties benefit from sharing each other’s accounts because it increases visibility, leading to growth in followers and engagement.
Credibility: Partnering with reputable brands or influencers can boost your credibility. It also builds trust with your audience and shows that you are legit, not just some rando selling watches from a trench coat.
Boosted engagement: A partnership often leads to an increase in engagements from followers who will likely interact with the content.
Increased creativity: While collaborating, new ideas can spark and help make you think outside the box, and be innovative with the content.
Save that dough: Collaborations can be more affordable than paying for ads. Instagram can be used as a tool to bring exposure for both parties.
The more the merrier: Collaborating with another influencer leads to exposing your brand to a new audience which helps your brand obtain new followers.
Diversify content: Partnering can lead to fresh ideas for creative content to your feed. The idea is to keep your audience engaged with new, entertaining content.
Strengthen ties: Building a strong relationship with other influencers can lead to more collaborations with them and open up future opportunities, as it helps you establish a good reputation.
Knowledge is power: The more you work with others, the more insight you can gain into different strategies and techniques that you can apply to your own content.
How to collab post on Instagram
As a brand, be sure to research for an influencer that is aligned with your values. When reaching out, be sure to be precise in what your brand is and what it is that you want the influencer to do.
If outreach sounds intimidating to you, feel free to check out our guide on best practices for reaching out to creators.
When you’re ready, let’s get those collabs started!
How to execute a collaboration post:
Step 1: After uploading your post or reel, go to the share screen and press “Tag People.”
Step 2: You’ll see the option “Invite Collaborator” in the bottom right corner. Select it, then search for the accounts you’re collaborating with. Keep in mind you can only select up to three collaborators.
Step 3: Once you’ve done that, publish the post. The collaborators will be notified through their DMs. When they accept the collaboration, the post will appear on their feed as well.
To promote the post, be sure to tag each other, share on your IG story, and utilize Instagram’s Ads to reach a bigger audience.
How to accept collaboration on Instagram
This section is for influencers on the receiving end.
When you receive a request to collaborate, be sure to familiarize yourself with the brand or individual. Review their previous content, reputation, and credibility. Check their engagement with their audience to see if it aligns with yours.
You can vet a brand or user by:
- Reviewing their social media profiles.
- Checking if they have collaborated with other influencers.
- Using tools to analyze their audience demographics and engagement to see if it matches yours.
- Communicating with them directly and asking questions for clarity.
If everything checks out, you can proceed to accept the request.
To accept the request, follow these steps:
Step 1: Check your notifications on Instagram for the collaboration request.
Step 2: Hit the “Accept” button to have the content shared on your feed.
To promote the collaboration, use relevant hashtags, drive traffic through other social media platforms, and engage with the comments section.
Key takeaway: Instagram collaborations help you maximize your visibility and insights.
Instagram collaborations are a great way for brands and influencers to increase visibility with new audiences and gain insights into different marketing approaches.
Now, wipe that Dorrito dust from your hands and start researching for future collaborations.
