20/10/2026
Instagram Collabs have been around for a while, but some new research suggests smaller accounts may have more to gain from them than bigger ones.
If you’re not sure what a Collab Reel is, it’s simply a Reel created by one account and shared with another account as a collaborator, so the same post appears on both profiles and can reach both audiences.
Virev compared Collab Reels with creators’ own Reels and found that, among accounts with 1,000–10,000 followers, 87% had higher median views on their Collab content. The median Collab Reel in that group reached 1.89 times the views of their solo Reels.
That doesn’t prove the Collab itself caused the extra views, and the study can’t separate creator partnerships from brand collaborations, so it’s not a guarantee.
But it does make Collabs worth thinking about if you’re trying to get in front of a relevant new audience without simply posting more often.
The obvious bit is choosing the right partner. A local venue, supplier, client, complementary business or creator with an audience you genuinely want to reach is likely to be more useful than collaborating just for the sake of it.
That’s where the opportunity is.