Instagram’s New Feature: Broadcast Channels
It seems every other day, top executive at Instagram Adam Mosseri is going live on the platform to introduce another new feature aimed at “creators”. The latest? Broadcast channels. Information as of yet is vague at best on how this new feature can be used for business owners, but let’s see what we can figure out at this point.
In his live video, Mosseri said that the majority of content shared on Instagram is shared through Instagram stories which is a fact that makes sense. Since Stories disappears, there is less pressure and more one off content rather than the feed. In a single day, I myself might share 3-5 stories and maybe 1 post to feed. Additionally Mosseri stated that more photos are sent via DM than other methods.
It seems like Instagram is trying to create a new feature to work with this user behavior; Broadcast Channels. As I best understand it, and let’s be honest, this feature was HARD to understand, Broadcast Channels will be essentially “feeds” of story like content, polls, videos, etc directly in a one to many messaging style.
Now I will be the first to admit that I simply do not have enough information or experience with this new feature to make a judgement call on if it will be successful or if it will be useful, but my initial thoughts from Mosseri’s videos, joining his Broadcast Channel in it’s testing mode, and doing my research is that it feels very redundant. While a one to many messaging method might have it’s uses, we already reach one to many when using all the other regular features on Instagram.
Currently it seems like the SAME type of content you would share to feed, stories, save to highlights, or if you chose to, include in the subscriptions feature. The ONLY benefit I can see here is that it places similar themed content into buckets… with more focus than what is currently achieved in Highlights.
As I analyze on how this new feature might benefit creators, I end up with a few key questions.
How do you encourage or incentivize people to follow your Broadcast Channel?
If you share exclusive content inside a Broadcast Channel, what type of content will perform best?
Will it include the ability to include outbound links?
Will people get notifications when you Broadcast?
I currently have more questions than answers but just know, I will be seeking the answers, testing, and exploring to make sure you have access to the best methods for growing your business.
SO STAY TUNED FOR MORE!
If you would like to read up on Broadcast Channels, click here to visit Meta’s recent explanation.