Instagram on launched a new test a feature that allows users to post updates on both the main feed and the Reels clips.

As you can see from the examples, with Instagram’s new Collab option, messages would appear with two profile bubbles, suggesting that two people have collaborated with the content.

As Vishal Shah, Product Manager at Instagram, explained:

Collaboration is a huge part of keeping people in touch on Instagram. To make this easier, we’re testing a new way for people to write collective messages to feed folders and reels, called Collab. On the tag screen, you can now invite another account to be a co-user of the message or reel. If they approve, both accounts will appear in the header of the message or disc, and it will be shared with both followers. “

As Shah notes, collaboration messages are displayed to followers of both accounts, while they also appear on photo grids and profiles of both users. Each partner can also access mail statistics, and one comment stream is available for each Collab update. What could be interesting if one person has blocked a user that has not been blocked by another, but no doubt the end result is that a user blocked by either account will not be able to view the Collab update.

It is an interesting experiment that may have particular value in maximizing engagement and extending message coverage to a wider group of users. And while the focus is on individual factors and creating a personal connection, it can also be a valuable tool for influencers and brands, and the ability to partner with content that can then be shown to both audiences at once.

We also expect it to become a new ‘growth hack’, with people asking their followers to follow their friends through Collab updates as well.

But even with potential aspects of abuse, it can be an interesting addition that can help strengthen Instagram’s community connection and better keep users in the app.

The new option is currently being tested with selected users Great Britain and India, which has no formal plans for enlargement yet.


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