Everything you need to know about Broadcast Channels on Instagram

Have you been getting endless notifications from Instagram letting you know that users you follow have ‘invited you to join their broadcast channel’?

Back in June 2023, Adam Mosseri officially announced the introduction of Broadcast Channels on Instagram. This week (w/c 18th September 2023) Instagram has finally rolled the feature out to users in the UK. 

But what are broadcast channels, should you be using them and how do you go about creating them? We’ve got the answers.

What are broadcast channels?

Broadcast channels allow creators on Instagram to send direct messages to their followers; similar to a mass WhatsApp group without replies. The purpose of them is to help creators send important updates to their followers who have joined the channel. 

The feature aims to tap into the shift towards private messaging on the platform. Creators can use broadcast channels to share exclusive content, improve engagement, and streamline communication with their audience.

Image: Instagram

Key features

  • Formats: Creators can share various types of content, including text, photos, videos, voice notes, and polls.

  • Engagement: Followers in these channels cannot reply but can react with emojis to messages.

  • Subscriptions: Creators can offer exclusive channels to their paid subscribers, enhancing their content offerings.

Meta plans to enhance broadcast channels with improved interactions, collaborations, new promotion methods, and channel moderation.

What are the benefits of broadcast channels?

Ultimately, broadcast channels provide a direct avenue for engaging with your followers and creating a community on a larger scale.

Creators can use broadcast channels to…

  1. Share exclusive content: Followers will be able to see genuine behind-the-scenes glimpses into creators' lives in various content formats. Creators will also be able to collaborate with others for exclusive live chats.

  2. Improve engagement: The channels will provide opportunities for more engagement through polls and questions to gather feedback and ideas. 

  3. Streamline communication with their audience: They also offer a way to foster a sense of community by bringing your engaged fans together in a shared real-time environment.

Image: Instagram

How do you create an Instagram broadcast channel?

To create a broadcast channel, users must have a Creator account and follow specific steps in the Instagram app.

First, navigate to your direct message inbox on Instagram and select the icon for composing a new message. Here, you should find the option to create a broadcast channel. 

Next, you’ll need to select whether you want the channel to be for followers or just paid subscribers. Then, select if the channel will be publicly displayed or hidden (be aware that hiding the channel does not make it private).

Image: Instagram

When creating a channel, keep in mind that your followers or subscribers will be notified, so make your first broadcast engaging to encourage them to join.

Should you be using broadcast channels? 

In summary, Instagram Broadcast Channels provide creators with a direct and efficient way to communicate with their followers, share content, and enhance engagement within a private messaging format.

However, you can only create a broadcast channel if you have a creator account. Currently, business accounts and personal accounts on Instagram can’t create broadcast channels. So they are great for creators for connecting with their audience but are not applicable to all account-types. 

You can still, however, follow broadcast channels to stay up-to-date with your favourite creators’ updates. It is worth noting that creators can only reach followers who have joined the channel, so if you want to follow a channel, you’ll need to accept the invitations.

Image: Instagram

Will you be utilising the Instagram broadcast channel feature, either as a creator or follower? 

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