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Instagram is testing a new option that would allow users to join in on posts and reels


Instagram has launched a new test a feature that would allow users to post collaborative updates, both in the main feed and in the clip snippets.

As you can see in these examples, with the new Instagram option ‘Collab’ posts would appear with two profile bubbles, indicating that two people have merged the content.

As explained by Instagram product vice president Vishal Shah ::

Collaboration is a huge part of the way people connect on Instagram. To make it easier, we’re testing a new way people can co-author Feed Posts and Reels, called Collab. On 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 will be shared with both followers. “

As Shah notes, collaborative posts will be displayed to followers of both accounts, while they will also appear on both users ’photo networks and profiles. Each contributor will also be able to access post statistics, and one stream of comments will be available in each Collab update. Which might become interesting if one person blocked a user and the other didn’t, but undoubtedly the outcome will be that any user blocked by any account won’t be able to see the Collabo update.

It’s an interesting experiment, which could have particular value in maximizing engagement and expanding the reach of posts among a wider set of users. And while the focus is on individual creators and facilitating personal connections, it could also be a valuable tool for influencers and brands, with the capacity to pool into content that could then be shown to both of their audiences at once.

Expect, too, that this will become a new “growth hacking” option, with people asking their followers to follow their friends as well through the Collabo update.

But even with consideration of potential abuse, it could be an interesting addition that could strengthen Instagram’s connection to the community and keep users more aligned with the app.

The new option is currently being tested with selected users in the UK and India, there are still no official expansion plans.


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