Instagram allows a specific number of accounts to be designated as collaborators on a single post or Reel. This functionality enables multiple users to share credit and visibility for the content. When a post has collaborators, it appears on each collaborator’s profile and is visible to all of their followers. All collaborators share the same engagement metrics, like likes and comments.
The use of collaborators expands content reach and enhances credibility by exposing content to multiple audiences. Collaborations can be particularly valuable for marketing campaigns, influencer partnerships, and co-created content, since it offers a streamlined method for distributing content and assigning attribution. This feature has changed how businesses and creators approach cross-promotion and audience engagement on the platform.