Mark Zuckerberg announced last week that Meta is launching a new feature on Instagram called “Channels.” It allows creators to share public, one-to-many messages and directly engage with their followers. Channels support text, images, polls, reactions and more. The Meta CEO announced the feature by starting his own broadcast channel, where he plans to share updates on the Company.

How exactly does it work?

This new feature offers creators an alternative method to communicate with their followers on the app. Previously, creators often used stories to share news and updates, but now they have a more direct way to connect with their fans. The feature also enables creators to receive feedback and promote their content. 

Image Source: Instagram

 

With broadcast channels, creators can keep their followers informed and share exclusive behind-the-scenes moments. Instagram clarifies that only creators have posting privileges, while followers can react to content and participate in polls.

Image Source: Instagram

 

After gaining access, creators can initiate a broadcast channel directly from their Instagram inbox. Once they send their initial broadcast channel message, their followers will receive a one-time notification to join the channel. As soon as the broadcast channel is active, creators can use the “join channel” sticker in Stories or pin the channel link to their profile to encourage followers to join.

 

When is the feature coming to my device?

Select creators in the U.S. are currently testing Channels on Instagram, and the platform intends to expand this feature in the coming months. 

In addition to the existing functionality, Instagram plans to introduce more features to broadcast channels soon. For instance, creators will have the option to invite other creators to join the channel for discussions on upcoming collaborations and to collect questions via prompts for an AMA.

Image Source: Instagram

How can Brands and Influencers leverage the power of ‘Channels’?

Exclusive offers, premium content, behind-the-scenes access stuff that’s in the making – there’s a lot that brands and influencers can do with a broadcast feature like channels. It also allows the audience to opt out of or choose a particular genre of content that creators are pushing through the channel while still following the creator to consume their regular content. Brands can diversify and clean up their content by having multiple channels for targeting different products and demographics with offers while leaving their main feed uncluttered without the forced, obvious-looking promotional campaigns.

How do you think the new Instagram feature will change digital marketing for the platform? Let us know in the comments! Need help with leveraging the power of social media to market your brand? You’ve come to the right place! Contact our experts today to maximise your brand’s social reach!