Instagram users are now able to send collab ‘invitations.’ If the invitation is accepted, the post or reel will appear on both users’ profiles and will be shown as a collaboration. The post will also be shown to both users’ audiences, and both will get the same insights, likes, and comments. 

However, Instagram pointed out that this feature is not a content collaboration feature, rather, it’s just another way to tag people in posts. Instead of the creator tagging another person and the post only showing on the original creator’s profile, posts will now show up on both profiles, hence increasing audience and reach.

For businesses and brands, this feature is very similar to partnerships and branded content tags already existent on Instagram. However, this feature might elevate more informal and casual collaborations, especially for smaller brands and creators. 

Learn more here