Quick take
The real purpose of a collaboration is simple: get in front of as many of the other artist’s fans as possible. Everything that follows — credits, posting rules, ads, reels, tagging — is just how you unlock that exposure. Collabs only work when both sides actually participate. If they won’t co-post, won’t grant ad permissions, or disappear, skip it and invest your energy into your own machine.
Table of Contents
1. What Makes a Good Collaboration Partner
- Green flags: Agrees to IG collab posts, follows timelines, delivers assets, grants advertiser access.
- Red flags: Won’t co-post, delays uploads, hides behind “my manager,” refuses ad permissions.
- Reality check: If their channels are inactive or tiny, the collab won’t move numbers. Collaborate for cross-pollination, not charity.
2. The Core Strategy: Maximize Visibility to Their Fans
This applies to new releases, current releases, and your entire back catalog. If you made a song with someone bigger 10 years ago, optimize it now — old becomes new when people never saw it the first time.
Spotify: Correct Tagging Is Non-Negotiable
- Ensure the releasing artist tags collaborators properly — or you tag them correctly on your release.
- Fix incorrect mapping across your entire catalog.
Without correct credits, you do not enter their algorithmic ecosystem. More on this here.
YouTube: You Must Exist in the Search Results
Your channel needs an official entry for every collaboration:
- Official video
- Lyric video
- Visualizer
- Official audio
Even if the main video is on their channel, you need your own version so fans searching for the song find you.
Social Media: Let the Bigger Account Publish the Main Post
When the larger account posts the IG collab, you get higher velocity, better ranking, and more exposure to their audience. Then you follow with POV clips, BTS, or alternate cuts.
Collaborator-Focused Reels
If they appear in your music video, cut a reel centered on them, give it to them, and have them post it while tagging you. Their audience → your profile.
Meta Advertiser Access
If they’re cooperative, ask for advertiser/manager permissions so you can boost posts on their account that feature you. They get stronger content; you get more reach. More on this here.
3. Pre-Planning: Decide Scope Before Any Filming
- Deliverables: master, clean/radio, lyric video, visualizers, 9:16 reels/shorts, cover art
- Posting ownership: which root account publishes (IG + YT)
- Promo splits: who funds ads + caps
- Access: Meta ad permissions, YT/TikTok analytics
- Deadlines: audio lock, video lock, metadata, distribution, premieres, content calendar
4. Platform Execution: Rules That Actually Matter
Instagram: The Root Poster Controls the Reach
Instagram favors the account that hits Share. Collab posts are not neutral — they amplify the original poster. Let the bigger account publish the master post.
How to Publish an IG Collab Post
- Create the Post/Reel
- Add media, caption, music
- Tag people → Invite collaborator(s)
- Publish
- Collaborators accept immediately
Scheduling note: For important releases, post manually. Collab scheduling is unreliable.
YouTube: The Opposite of Instagram
Each channel uploads its own version of the video or Short and tags collaborators. Both channels get watch time, feed their algorithm, and appear in search.
Extra YouTube Reach
- Feature the collab video on your channel
- Create a shared playlist and allow collaborator contributions
- Use consistent titles, @handles, and metadata
Spotify: Where Collabs Often Break
- Too many primary artists triggers “Various Artists.”
- Use proper Primary Artist + Featuring fields.
- Attach correct URIs and verify mapping with preview links.
5. Advertising Structure: Two Clean Paths
Path A — Boosting the Organic Collab Post
Creator: Add advertiser partner → enable “allow partner to boost.”
Advertiser: Ads Manager → Use Existing Post → select collab post → target → budget → publish.
Path B — Partnership Ads (Account-Level Permission)
Advertiser: Request ad permission via Meta Business tools.
Creator: Approve in IG → Business tools → Ad Permissions.
Advertiser: Build dark ads using the creator’s identity.
6. Posting Matrices
- Label-first: Label posts → adds all artists → runs paid. Artists accept + post POV reels.
- Artist-first: Lead artist posts; advertiser runs dark variants.
- Large groups: One master reel + one spotlight reel per collaborator.
7. Cross-Platform Reality Checks
- Maximize exposure to their fans on every platform.
- Back catalog matters — fix credits and upload missing videos.
- Bigger account posts the IG collab.
- Each channel uploads their own YouTube version.
- Ads: Path A for single boosts; Path B for scale.
Ready to run better collabs?
If you’re ready to take action on this kind of strategy, check out our campaigns and services — we’ll tailor posting plans, ad structure, and collaborator workflows for your release:
- 360Promo Social Media Ads
- Related reading: How to Post Vertical Video
- Bonus: How to Clear Up Duplicate Spotify Profiles
360 Promo is a full-service music marketing, promotion, distribution and admin company. Learn more about us and what we do at 360 Promo, follow us on Instagram and contact us to tailor a plan that works for you.