Instagram tests co-creation of posts and Reels

Instagram has launched testing of a new feature that will allow users to post collaborative posts and videos to Reels.

Screenshots show that publications created with the new “Collab” option will be marked with two avatars of the profiles that participated in the creation of the content.

As Vishal Shah, Instagram’s vice president of product, explained:

“Collaborative creativity is an integral part of Instagram. To make it easier, we’re testing a new way to co-create posts called Collab. In the final step of publishing, you can now specify the user who participated in the creation of the post. Once published, both accounts will appear in the title of the post and it will be visible to subscribers of one and the other.”

 

Importantly, co-posts will be shown to subscribers of both accounts and will also appear on both users’ profile pages.

Each co-author will have access to publication statistics, and a single comment thread will be available for each. At the same time, any user blocked by either account will not be able to view publications made with Collab.

This is an interesting experiment that will help increase reach and engagement. Plus, it will expand opportunities for joint advertising campaigns and mutual PR.

For now, the new option is being tested on a select group of users in the U.K. and India.

Earlier, Instagram increased the review of statistical data to 60 days.

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