A Guide to Instagram Live Collaboration

Published on 09.03.2026 by Chizoba T

If you are looking to create interactive content, such as live Q&A sessions, interviews, or joint events, an Instagram Live collaboration can be a good way to increase brand visibility. You can collaborate with up to three people in live Rooms, either by broadcasting from a shared screen or by inviting guests to a live stream.

When done well, an Instagram live stream can be a good way to drive engagement, increase sales, and build trust. But does collaborating on a live stream offer the same benefits? Join us in this article as we guide you on using an Instagram Live to take your brand to the next level.

What is an Instagram Live Collaboration?

If you have ever received a notification that an Instagram account is live, it means the account owner is already using the live feature. That means the Live feature button enables creators to host live broadcasts, allowing the brands to connect with their audience in real-time.

Additionally, an Instagram Live Collab enables at least two accounts to go live simultaneously. You can go live and then invite your friend to join. This will merge your audiences, increase conversations, and your overall reach. This offers exposure as your content is shown to others, and you're shown theirs, too.

When you host Instagram live sessions, all users are notified via in-app notifications, which helps increase reach and the number of people following the live broadcast. Live videos also help improve engagement with stories, as the videos appear first in Instagram stories. Additionally, Instagram Live can enhance brands' discoverability and searchability by placing videos in the Instagram Explore tab, helping them capture new audiences’ attention.

While the Instagram Live feature may look similar to Instagram Stories, Live lets you share raw, unfiltered video content with your followers in real time. You don't involve dancing, editing, or pre-recording tricks. Instead, you get the opportunity to provide your followers with authentic, radical content. Whether you are hosting a new product or a live Q&A, Instagram Live can add an element of interactivity to your business.

Benefits of an Instagram Live collaboration

Collaborating on an Instagram live offers various benefits, such as:

  • Increasing brand awareness. If your brand isn't well-known, you can use a live stream collaboration to build brand awareness among your target audience.
  • Increasing the level of trust. Customers are usually suspicious of products or services they don't know. However, they can build trust by partnering with influencers who have already established trust in their industry.
  • Better content strategy. You can use Instagram Live collaborations to take your marketing to the next level. It can increase engagement with your livestreams and attract new fans who wouldn't have followed your brand.
  • Enhance the reach of your brand. By partnering with an influencer or brand, you can share your messages on different channels, amplifying the brand. This can drive more views, additional fans, and greater engagement as the message is amplified.
  • A stronger community. By engaging in brand partnerships, you can improve your position in both local and online communities.

Steps in Creating an Instagram Live Collaboration

To begin your Instagram live collaboration, follow these steps:

Select the Live Partner

Your choice of an Instagram live collaborator will impact its chances of success. There are a number of factors you need to consider when choosing a partner, such as:

  • In the same niche, but not a competitor. Your audience and the partner's audience should align, but they shouldn't be competitors. If you are a nail salon, you can partner with a hair salon, but not another hair salon. Similarly, if you are a swimwear apparel brand, you can partner with a sunglasses brand.
  • Have similar marketing goals. You need a similar goal, such as increasing brand awareness or boosting conversions. A good collaboration should benefit both parties.
  • Same number of followers. If you have 20K followers, partnering with a brand with 500 followers may not bring much value. That is why you need to find a brand with the same number of followers to collaborate with.

After identifying the right patterns, you will need to lay the groundwork for the live collaboration.

Determine the Terms of Engagement

You should begin by determining what you will offer the fans. If there are commissions and profits from the engagement, how will you split the profit? Who is responsible for answering fans’ questions?

Create a Plan

Provide clear instructions for the brand or person you are collaborating with, and determine the duration of the live collaboration sessions. You can create your script in bullet points.

Be Intentional

Consider the reason you are creating a live stream and what you need your audience to get from the live collaboration. You don't want a situation where you create content for the wrong reasons—understanding the why will help you stay focused throughout the partnership and remain on course.

Go Live

You can begin a live and tap the icon of two people to add guests from your followers. They can join split-screen sessions for several-person sessions, helping you increase engagement and grow your audience.

A key strategy when going live is to show your customers the behind-the-scenes images. If you choose to go live, keep smiling and enjoying yourself, as it will help you get views and connect with your audience. If there is a mistake, don't be too concerned; it can add a level of authenticity.

Audience Interaction

A collaboration aims to increase your audience's interaction and drive business. If you don't respond to your audience's questions and comments, the whole process will not bear fruit.

Share Instagram Live in Stories

You can make the video go live in real-time. After it ends, it will not be visible in the Instagram app unless you replay it in stories. Pay attention to your KPIs to determine whether you met the collaboration's goal. If you didn't, pay attention to what you might have done wrong. Consider whether another collaborator can help to correct that.

In Conclusion

The Instagram live collaboration feature is a great tool to increase the reach of your live videos. However, it requires proper planning and strategy, from choosing the right partner to tracking performance. To help you make the most of the live session, follow the steps outlined in this guide. We recommend you read our guide on combining employee advocacy with influencer marketing.