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Bengaluru: With collaborations being a major part of how people create content on Instagram, the Facebook-owned platform is now making it easier to co-author feed posts and short videos (Reels) with a new pilot.

Instagram has started testing a new feature called ‘Collab’ in India and the United Kingdom that lets users invite another account as a collaborator on the post or the Reel.

If they accept, both accounts will appear in the header of the post or Reel, and it will be shared with the followers of both accounts. They will also be able to view the shared feedback on the content.

Users having this feature will be able to see an option to tag people when they upload a feed post or a Reel, through which they can search for an account and add them as collaborator, provided they accept the invite. Following this, the account will be added to the tag screen and also noted in the header of the user’s post.

At present, only public accounts can be invited as a co-author, the company said.

This move comes a week after Facebook said it will invest over $1 billion to support content creators through the end of 2022 as it aims to take on YouTube and TikTok to woo more creators on its platform.

This investment will include new bonus programmes to pay creators for hitting certain milestones when they use the company’s creative and monetization tools like in-stream ads, live streams and tipping feature Stars among others. The company had said it will also provide seed funding for creators to produce their content. “Our goal is to help as many creators as possible find sustainable, long-term success on our apps,” Facebook said in an earlier blogpost.


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