What is a Social Media Collab?

A collab (short for collaboration) is when two or more people, creators, or brands work together to create and share content. It’s like a creative partnership: each party brings their unique voice, audience, and style to produce something engaging and mutually beneficial.

In the context of social media, a collab usually involves creators or brands teaming up to reach new audiences, boost engagement, or promote a shared message, product, or service.

Social media collabs can take many forms and involve:
- Two creators working together
- A creator and a brand partnering for sponsored content
- Multiple voices contributing to a joint campaign or trend

The main benefit? Everyone involved gets to tap into each other’s audiences, add fresh creativity to their content, and increase visibility in a more authentic and entertaining way.

Types of Social Media Collabs

- Instagram Collab posts (shared between two profiles)
- TikTok Duets or Stitches
- Dual-hosted livestreams or interviews
- Brand-sponsored content featuring creators
- Challenge videos, tutorials, or reactions
- Social media takeovers
- Co-created products or giveaways

Example: A skincare brand might partner with a beauty influencer to co-create a tutorial featuring their latest product, or two creators might go live together to discuss a trending topic in their niche.

Many platforms have tools that support collab such as joint livestreams, Instagram collab tag, TikTok Duet & Stitch and YouTube Shorts Collab feature.