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The new collab feature on Instagram lets both the accounts take equal credit on a post they are collaborating on, instead of one account getting overshadowed in the tags. The only way around in the past was to post duplicate content. And let’s be real, stories often get overlooked. Unless the tagged account shares it on their stories, there’s no way for their followers to see it. The original way of doing things, i.e., tagging, also means that the followers from the account that has been tagged don’t get to see the post organically. But the lack of attention often means that the collaborator, i.e., the secondary account who’s not posting the content but is only in the tags, ends up getting hurt. Scrolling on Instagram with the television turned on in the background is just the millennial and Gen-Z way of doing things. Most people scrolling through their feeds have an attention span of a toddler, at least when it comes to the content on their screen. But when collaborating with someone, tagging one of them is not good enough for the account in tags. Creators and businesses on Instagram often collaborate with others.
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