Key Takeaway:
Understand what Meta Collabs posts are and their benefits.
Learn how to create these posts on Facebook and Instagram.
Familiarize yourself with Meta’s guidelines for using the Collabs feature.
Social media is continuously changing, with new features popping up all the time. As a business owner, one of the tools you should have on your radar is Meta Collabs. Whether you’re on Instagram or Facebook, this feature allows you to co-author posts with other businesses, influencers, or creators, helping you connect with new audiences and build stronger partnerships. It also allows you to boost your reach without increasing your marketing spend. Let’s explore what Facebook and Instagram Collabs posts are, their benefits, some ideas for using them, and how to start incorporating these posts into your social content.
“With a Meta Collabs post, the post is seen by both of your audiences. That’s double the exposure without extra work. It’s also a smart way to grow your following since people who see the post have the option to follow both collaborators directly.”
– Technology Therapy® Group
Meta Collabs Posts: What They Are and Their Benefits
Think of a Meta Collabs post as a way for you and another business or influencer to team up on a single post that’s shared with both of your audiences. This feature is available on both Facebook and Instagram, but there’s a key difference between the platforms. On Instagram, you can create Collabs posts for both Feed posts and Reels, giving you more flexibility with content types. Facebook, for now, limits Collabs posts to video content — but that might change as the feature grows in popularity.
So, why should you consider using Meta Collabs posts? First and foremost, it’s all about reach. When you collaborate with another account, the post is seen by both of your audiences. That’s double the exposure without extra work. It’s also a smart way to grow your following since people who see the post have the option to follow both collaborators directly. Plus, Collabs posts help you avoid the old habit of reposting the same content across different profiles, as everything is shared from a single post.
Another perk is transparency. With Collabs posts, it’s clear to everyone who you’re partnering with, which adds credibility and authenticity to your brand. You can also see and engage with the other business’s audience, and vice versa. And don’t forget, this is a cost-effective way to market — two brands sharing resources means you can maximize your reach without exceeding your budget.
Meta Collabs posts are a great way to not only improve brand awareness and engagement but also to build trust and make your content more engaging. By collaborating with the right partner, you’ll bring fresh content to your followers and attract new customers in the process.
“Not sure when to use a Collabs post? They’re great for promoting new partnerships, brand giveaways, product launches, and influencer campaigns.”
– Technology Therapy® Group
When to Use Collabs for Your Small Business
Meta Collabs posts are a flexible tool that can be used in various situations to help boost your business’s reach and engagement. Here are five scenarios where Collabs posts can make a big impact:
1. Promoting a Collaboration or Partnership
If you’re partnering with another business or influencer, using a Collabs post is a great way to highlight the collaboration. For example, if you’re a local boutique teaming up with a nearby coffee shop to host an event, you can create a single post that showcases both of your brands, promoting the event to both of your audiences at once.
2. Influencer Campaigns
If you’re working with an influencer to promote your product or service, a Collabs post ensures that their followers and your followers see the content simultaneously. This helps you engage with their audience, potentially growing your own follower base while boosting the influencer’s credibility through your partnership.
3. Brand Giveaways
Running a giveaway with another business? Instead of each brand posting separately and confusing participants, a Collabs post simplifies the process by giving everyone one place to engage with the giveaway. Both brands can share in the excitement and capture the attention of a larger pool of potential customers.
4. Promoting a New Product
Launching a new product is always an exciting moment, and Collabs posts can help you spread the word faster. If you’re collaborating with another brand or creator on a new product, using a joint post ensures both of your audiences are excited and engaged right from the start.
5. Collaborative Stories
If you’re working on an event, product, or service with another business, Collabs posts can help you tell that story together. Both collaborators can share photos, videos, and updates without having to tag each other constantly. It creates a seamless narrative that resonates across both audiences.
How to Create Meta Collabs Posts
Here are some simple steps to follow when creating Collabs posts on Facebook and Instagram.(NOTE:It’s important to note that for both platforms, only you will appear as the author of the post, until your collaborator clicks “accept” on the collaboration invite.)
On Facebook
Steps to Create a Collab Post:
- Create a new post: Go to Meta Business Suite and click “Create post.”
- Upload your video: Click “Add video” and select your file.
- Enable collaboration: Below the thumbnail, click “Show more” and turn on “Tags and collaborator.”
- Invite a collaborator: Search for the account and click to choose them.
- Send the invite: You can either copy the invite link to share manually or allow Facebook to send it automatically.
- Finish your post: Click “Next.” Your collaborator will need to accept the invite.
How to Accept a Collab Post Invitation:
- Check notifications: Go to your Facebook Page and look for a notification about a collaboration invite.
- Accept the invite: Click “Accept.” You’ll receive a confirmation.
On Instagram
Steps to Create a Collab Post:
- Create a new post: Tap the “+” sign, upload your image or video, and add your caption.
- Tag collaborators: Tap “Tag people,” then “Invite collaborator.” Search for the desired accounts and add up to five.
- Share: Once you’re ready, tap “Share.” Your collaborators will receive invitations.
How to Accept a Collab Post Invitation:
- Check messages: Look for a notification in your messages.
- Review invitation: Tap the conversation, then the invitation.
- Accept: Tap “Review,” then “Accept.”
Where to Find Collabs Post Metrics
Like with other Facebook and Instagram posts, you’ll want to go to Meta Insights to review how your Collabs posts are performing. To do this, go to Meta Business Suite>Content. Then find your selected post and click on it. You should then see your engagement metrics for that specific post.
Stay Compliant: Meta’s Must-Know Guidelines for Collabs
Here are some guidelines to keep in mind to remain compliant with Meta’s user policies as you start leveraging Collabs posts for your small business.
- Ownership and Control: The original creator of a post maintains full ownership and control over it.
- Visibility: Post settings are determined by the original creator’s account settings.
- Post Deletion: If a post is deleted by the original creator, it will be removed from both profiles.
- Account Deactivation: If the original creator deactivates their account, the post will be deleted from both profiles. However, if the account is reactivated, the post will be restored.
- Collaboration Initiation: Collaborations must be initiated through Meta Business Suite using a “handshake” process.
- Content Restrictions: Video content must be on-demand, and collaborations cannot be part of paid brand partnerships.
Collabs Posts: An Overlooked Tool to Step Up Your Social Media Performance
Meta Collabs are an effective way to show off your partnerships with influencers and double the reach of your social posts. All without upping your marketing spend. We encourage you to add this type of post to your social media strategy, if you’re not already doing so.
Beyond Meta Collabs
Meta Collabs posts aren’t the only tool to bolster your social media strategy. Work with a TTG mentor to sharpen your social marketing even more and make sure you’re making the most of Meta’s features.
