Social media can be a bit of a lonely place for small business owners. But it doesn’t have to be. If you've ever thought about teaming up with someone else on Instagram but had no idea where to start, this blog is for you.

Let's talk about collaborations – why they’re brilliant, how to do them well, and most importantly, how to keep them strategic (and not just stress-inducing).

Why collaborate on Instagram?

Collaborations can be a breath of fresh air for small businesses. They can:

• Help you reach new, relevant audiences

• Bring a bit of 'colleague energy' into your solo business life

• Spark creative content ideas you wouldn’t have come up with on your own

It’s not just about boosting numbers. It’s about building genuine connections that support your visibility and marketing goals.

Finding the right partner (hint: it’s not everyone)

Before jumping into a collaboration, you need to choose wisely. Look for someone who:

• Has a similar audience to yours (not necessarily the same niche, but overlapping interests)

• Shares your tone of voice and values

• Creates content that complements yours

A good partnership lifts both businesses, while a mismatched one just confuses your audience.

Five collaboration formats that actually work

There are so many ways to collaborate that go beyond the usual giveaway. Here are five to get you started:

1. Collaboration Reels: Tag your collaboration partner when posting a Reel so it shows on both of your feeds. Think behind-the-scenes content, events, or client projects. This is probably the most simple way to collaborate with someone. And don't be afraid to add someone as a collaborator - they don't have to accept and if they don't, no-one else knows.

2. Giveaways: These still work when done well. Partner with someone whose audience overlaps with yours and keep the rules simple. Don't give your audience seven hoops to jump through - they just won't bother entering!

3. Lives or Story Takeovers: Go live together or swap stories for the day to show a day-in-the-life or offer behind-the-scenes insights.

4. Referral Partnerships or Joint Discounts: Make your mutual recommendations official with a shared offer or discount. If you're always banging on about an amazing product or service, ask for an affiliate link and promote one another's businesses.

5. Co-created Content: Create a carousel, blog post or mini-guide together with tips from both of you. Great value for both your audiences.

Feeling nervous about reaching out?

You don’t need thousands of followers to collaborate. You just need to:

• Be polite and get to know the potential collaboration partner first

• Chat in the DMs and make sure your audiences and values align

• Be clear about how the collaboration helps both audiences

And remember, if they say no, it’s no big deal. Nobody else will even know you asked.

Tips for a smooth and successful collaboration

Here are a few things to consider before you hit ‘post’:

• Align your content style and tone

• Decide your goal (followers? engagement? value?)

• Use the right tags and call out the partnership visually

• Keep your audience in mind: what’s in it for them?

Easy collaboration ideas to try

Still stuck? Try one of these:

• A 5-day tip series with a fellow service provider

• A co-branded checklist or freebie

• A joint Instagram Live Q&A

• A blog or carousel (ideally both!) featuring both of your top tips

• A story takeover day

These are simple, effective and don’t require huge effort. Plus, they make your content more interesting and fun.

Collaborating on Instagram doesn’t have to feel intimidating. When it’s done with purpose and the right partner, it can boost your visibility, energise your content, and bring your audience even more value.

And if you’d love some help figuring out how to make collaborations (and the rest of Instagram) work for your business, book a free Instagram Confidence Call. I’ll review your profile, suggest some quick wins, and let you know if my programme, The One Where You Learn Instagram, is a good fit.