Instagram tests new ‘collab’ tool for creators in India

Days after announcing the plan to invest $1 billion in the global creator community, social media giant Facebook is testing a new ‘collab’ tool for content makers.

Available with a small set of creators in India and the UK, the feature offers a way to co-author Instagram feed posts and Reels videos. 

Specifically, this tool enables creators to credit to anyone who had collaborated with them for a particular post/reel.  

A large chunk of content on the Facebook-owned platform is driven through collaborations. 

As the company explained, all one has to do is invite their collaborator from the end of the share screen. If they accept the invite, the content will also be shared to their profile grid and followers, and both the parties will get shared feedback from their audience. 

Currently, only public accounts who are receiving the test experience can be invited to collab/co-author, Instagram said.  

However, it did not share when exactly it is planning to expand this experience to creators in other regions. 

The platform has been doubling down on its offerings to lure creators and take on the likes of emerging social platforms such as TikTok, Roposo, Chingari, MX TakaTak, Josh, and Sharechat’s Moj.  

Just recently, it launched a Remix feature to react to videos as well as an option to restrict sensitive content -- such as videos depicting violence -- in its explore section. 

Beyond this, Facebook has also said that it will invest $1 billion in creators who would use its creative and monetization tools to produce great content for Instagram and Facebook.  

The investment would be made through bonus programs and seed funding given above and beyond the income from regular monetization tools.