Instagram has officially launched its Collab Feed feature to a select group of accounts, allowing two creators or a creator and a brand to merge their post grids for a defined campaign period. The feature, which has been referenced in leaked code since 2024, enables joint content that appears natively on both accounts' grids, with a shared engagement counter and co-attributed discovery.
Early beta performance data shared by three participating brand-creator pairs tells a compelling story: average engagement rates for Collab Feed posts were 3.1x higher than standard posts from the same accounts, and follower crossover (audience members who followed one account and then followed the other after seeing a Collab post) averaged 12% per campaign.
Why Now?
The timing is strategic. Meta has watched TikTok's creator collaboration features โ particularly duets and stitches โ drive massive cross-creator discovery for years. Collab Feed is Instagram's structural answer: a more permanent, grid-native version of collaborative content that plays to Instagram's existing strength in brand partnerships.