In June, Instagram broadcast channels were rolled out globally, giving creators a new way to connect with their audiences. Instagram broadcast channels are essentially a one-to-many messaging system with the ability to include previews of upcoming content, asking for feedback via polls and sharing moments with voice updates.
First up however, a word of warning, you can’t access Instagram broadcast channels on a desktop, they’re only available via the app so this is going to have a seriously limiting impact on brands and retailers. It really is a tool for individual creators rather than corporate PR and marketing departments. It’s a chance for those that represent the visible face of your business to talk directly to your customers… and that’s both a huge advantage and a scary proposition for those in charge of crafting corporate messaging!
It’s also worth noting that this is a new channel and so your first broadcast needs to be engaging and set out to your audience who you are and why they want to subscribe to your broadcast channel. When you create a channel, all your current Instagram followers will be notified and will get fresh notifications each time you broadcast a new message.
Creators should use broadcast channels as a casual, quick way to keep followers up-to-date. You can use text, photo, video and voice notes to share their latest updates and behind-the-scenes moments and even create polls to crowdsource fan feedback. Only creators can send messages, while followers can react to content and vote in polls.
In the coming months, Instagram will be adding more features, such as the ability to bring another creator into the channel to discuss upcoming collabs, collect questions for an AMA via question prompts, and more.
Getting started couldn’t be easier, simply open the Instagram app, go to your direct message inbox, tap to write a new message and you should see the option to create a broadcast channel.
If you are ready to unleash snippets from your day to your audience, whether you’re a fashion retailer sharing snapshots of your latest shoot, or the arrival of new stock in the warehouse ready to list, Instagram Broadcast channels are an interesting development… but one you want to put thought behind to make sure it both works for your business and maintains your corporate identity.
