Instagram allows you to co-author posts

Instagram has added a new way for users to collaborate on Feed and Reels posts. It’s also adding some new music-focused features that are compatible with AR to help encourage music engagement within the IG experience.

The platform announced Collabs, a new feature that allows users to share ownership of a single feed post, or Reel. Users can now invite others from the tagging screen in the post author to collaborate.

Users are alerted to collaboration requests via an in-app popup, which also states that, if accepted, that collaborative sharing will appear across user profile networks, and appear to each audience in the app (based on normal algorithm parameters).

Both users also appear in the final post, and each has access to organic stats, including number of views, like counts, etc.

The platform is keen to point out that this is not a way to co-create content, but rather to co-author a post or Reels.

This makes sense, because the post comes from a single content creator. But the key message here is that this is not a collaborative publishing process, like a Brand Partnership Post, but a way to tag friends and maximize reach among the connections shared in the app.

TikTok’s Duet option is a more straightforward approach in this area. TikTok also asks users to tag others in the caption of their clips to build engagement (Reels also includes a Tag friends prompt).

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Instagram is trying to focus on group sharing

Instagram’s collaboration elements do the same thing, and enable users to achieve more reach and engagement by having their posts seen by a broader, shared audience of each collaboration partner.

Instagram has its own branded content tags and collaboration tools for these types of partnerships. So this is not a branding tool, it’s for personal use.

Additionally, the platform offers some new music-focused creation tools with Superbeat. Which adds effects to the video to match the rhythm of the song and dynamic and 3D lyrics. This provides new ways to display lyrics across videos.

Given the prominent role music plays in a Tik Tok post, Instagram is very keen to incorporate the same. With the platform also adding the new Audio tab to its search lists in August. Which enables users to find Reels that have used samples of any song.

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