What You Need to Know About Instagram Broadcast Channels

If there’s one thing you can count on from Instagram, it’s that they will always be introducing new features into your content planning mix. One of the latest rollouts across the platform is Broadcast Channels, which you’ve likely heard of from the hundreds of “@user has invited you to join their broadcast channel” notifications on your phone over the past few months. 

It’s no secret that many are craving the social side of social media again, it’s even one of the trends we’re hoping to see continue this year. So, it makes sense that the exclusivity of a broadcast channel would be appealing to creators. These seemingly constant notifications may have you wondering if you should start one for your brand. We always like to have the facts before adding to an already heavy social media routine, so let’s explore the feature to see if it’s right for your brand and how you can use it to build stronger connections with your audience.

What is a Broadcast Channel?

First announced in February 2023 and rolled out to almost all users by June of last year, broadcast channels give creators a new way to directly engage with their followers at scale in real-time. Think of it like a mass text, but here's the catch - it's a one-way street. Followers receive messages, but the interaction is limited to reaction buttons or poll responses. Accessible to anyone with a Creator account on the platform, Instagram says they designed the channels to take advantage of the way many are communicating on the platform through active engagement in the DMs.

In addition to starting your own, these channels can be a great way to deepen your knowledge of creators on the platform. As a brand, you can think strategically about Broadcast Channels to follow so you can get the behind-the-scenes, exclusive version of specific creators’ content. This could give you a great tie-in or insider information if you are ever pitching a potential collaboration!

Why Create a Broadcast Channel?

Feeling the need to cut through the noise and talk directly to your audience? Broadcast channels give you the potential to make that possible. You can use broadcast channels to share content you want specific groups to see or give exclusive access to content to your most engaged audience. Because of the notifications attached to a broadcast channel, which appear in the DMs, there’s far less risk of guessing whether your audience is seeing your content. Plus, it is an easy way to send a message to many people all at once. In addition, broadcast channels can help:

·  Strengthen brand loyalty: A well-utilized broadcast channel contributes to building strong brand loyalty through direct and exclusive communication.

·  Build niche communities: Gather a niche community where like-minded followers can connect in a more intimate setting. This can be great for podcasters or brand founders who want to create a space to connect with other founders in their area.

·  Access real-time feedback and market research: Leverage your channel for real-time feedback and casual market research through direct interactions with the audience.

·  Send updates to your most engaged community: Directly notify your most engaged community of real-time updates to keep them in the loop.

·  Offer exclusive content to deepen relationships: Utilize your channel to offer exclusive content, fostering deeper connections and strengthening brand relationships.

What to Post on Broadcast Channels

Thinking strategically about how to best use the channel is key before jumping into it. Don’t forget broadcast channels are a one-way street, meaning your followers can’t send you a typed response. You’ll want to provide useful and engaging content to keep them subscribed to your channel. Here are some ideas on how you can best use the space:

·  Behind-the-scenes content: Offer a sneak peek into your brand's behind-the-scenes activities, making followers feel like insiders.

·  Exclusive offers and announcements: Use broadcast channels for sharing exclusive offers, announcements, or sneak peeks to create a sense of urgency and value along with a true VIP experience.

·  Interactive Q&A and polls: Boost engagement with live Q&A sessions and polls. It's a virtual party where your audience is the guest of honour. Plus, you can use it as informal customer feedback to test choices for new launches or products.

·  React to breaking news: Share real-time reactions to breaking news within your channel, keeping your audience informed and positioning yourself as a thought leader.

·  Share resources: Share valuable resources within your channel. Consider making a niche for your channel that fits your customer profile. For example, a brand like 437, with a big community in Toronto, could do a fitness broadcast channel and share classes around the city, wellness podcast episode links, and motivational tips.

Instagram Broadcast Channels are more than just a feature. They represent a shift in how brands connect with their audience. As you consider integrating broadcast channels into your strategy, focus on creating meaningful moments that resonate beyond the traditional feed. It's not just about the tool; it's about leveraging it strategically to foster stronger connections.