Instagram broadcast channels are a powerful tool for creators and brands looking to engage directly with their most dedicated followers. This one-to-many messaging feature allows creators to share exclusive content, updates, and interactive messages in a chat-like experience, fostering stronger community engagement.
Initially launched in February 2023 for select accounts, Instagram broadcast channels are now available to all users with a Creator profile. Whether you're a business, influencer, or marketer, this feature provides a unique way to connect with your audience beyond the Instagram feed.
In this guide, we’ll cover everything you need to know about Instagram broadcast channels, including how to create one, best practices for engagement, and strategies to grow your audience.
Let’s dive in.
What are Instagram broadcast channels?
Source: About Instagram
Instagram broadcast channels are one-to-many messaging spaces where creators can share updates, announcements, and exclusive content directly with their followers. Think of it as a group chat where only the creator can send messages, but followers can react, engage with polls, and stay up to date without cluttering the conversation.
Much like receiving a DM from a friend, these channels appear in a follower’s Instagram Direct Messages (DMs) inbox. However, instead of a two-way conversation, only the creator can send messages, while followers can react to content and vote in polls.
How followers interact with Instagram broadcast channels:
- Reactions – Followers can use emojis to react to messages.
- Polls – Creators can engage their audience by gathering feedback.
- DM Visibility – Channels are found in followers’ Instagram DM inbox, making them easy to access.
This exclusive, interactive format helps creators and brands maintain a direct line of communication with their audience without the noise of a group chat.
What are the benefits of using Instagram broadcast channels?
From a business perspective, there are a few key benefits to investing time and resources in staying active on an Instagram broadcast channel.
1. Build and interact more directly with followers
The beauty of broadcast channels is you get to interact with your account followers more directly thanks to the messaging platform-like set-up.
Take Tank Sinatra, a meme sensation, as an example.
While he uses his main feed to post content, he uses his channel to update his closest followers on merch he is releasing. He updates them before he updates the rest of his followers on his main feed, which helps foster a deeper connection with his biggest fans.
2. Make important announcements
If you run your company’s social media and are active on other platforms, you could use your Instagram broadcast channel to announce the new newsletter or a new article posted on the blog.
Alternatively, suppose you are an entertainer, author, or entrepreneur who frequently travels to meet fans. In that case, announcements are part of getting people excited for the event, also where broadcast channels come in.
While your main feed may not be the best place for these types of announcements (since you do not want an event or newsletter announcement to live forever on your feed), your broadcast channel could be exactly where it should go.
Josh Richards, a media personality, uses broadcast channels to update his followers if he drops a new trailer or a new TikTok video.
3. Get feedback from followers
While followers can not reply to your messages in the broadcast channel, they can react to your messages and vote in your polls.
This is a great way to ask your followers what they think.
Here are some ways you could employ this benefit in your own strategy:
- Ask broadcast channel followers what they think of new merchandise design ideas.
- Let your followers vote in a poll asking what new feature they want to see in your tool.
- At the end of one of your broadcast channel messages, ask your followers to react with a certain emoji (like a thumbs-up emoji for "Yes" or a thumbs-down emoji for "No").
4. Collaborate with creators and influencers
If you are looking to grow your Instagram broadcast channel by collaborating with other creators and influencers, inviting them to your broadcast channel could be a great way to connect with them.
You can give another account access to your broadcast channel by letting them be collaborators.
This way, they can message your audience within the broadcast channel and potentially bring their own audience with them.
Be sure you have a firm strategy in place for when you collab as it could cause an influx of messages into your account. Sendible’s Priority Inbox is the best solution to ensure you don’t miss any messages!
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5. Grow your advocacy marketing with a broadcast channel
By creating a community within your broadcast channel, you begin to attract followers who become brand advocates.
Popularly known as UGC marketing, advocacy marketing brings interest in your company when passionate followers share their positive feelings about your brand.
This will help grow your company further since nothing holds more weight than a genuine recommendation from a friend.
How to create an Instagram broadcast channel?
Setting up an Instagram broadcast channel takes just a few minutes and allows you to engage with followers directly, share updates, and build a stronger community. Follow these simple steps:
Step 1: Open Instagram DMs
Go to your Instagram Direct Messages (DMs) by tapping the messenger icon in the top right corner of your home screen.
Step 2: Start creating a new channel
Tap the pencil and pad icon (the same button used to start a new message). From the menu, select "Create broadcast channel."
Step 3: Name and customise your channel
- Enter a channel name that reflects your brand or topic.
- Choose whether to display the channel on your profile so followers can join easily.
- Select the audience – you can make it open to all followers or restrict it to a select group.
Step 4: Finalise and launch
Once you're happy with your settings, tap "Create broadcast channel." Instagram will now prompt you to send your first message to invite followers and start engaging.
Who can create an Instagram broadcast channel?
Instagram broadcast channels are available to professional accounts, allowing creators, influencers, and brands to engage directly with their audience through one-to-many messaging.
Eligibility requirements for Instagram broadcast channels
To create an Instagram broadcast channel, your account must meet the following criteria:
- You must have a Professional account – Instagram allows both Creator and Business accounts to create broadcast channels. If you have a Personal account, you’ll need to switch to a Professional account in your settings.
- Your account must comply with Instagram’s community guidelines – If your account has been restricted due to policy violations, you may not be eligible.
- The feature must be available in your region – Instagram broadcast channels are rolling out globally, but availability may still be limited in certain countries.
How to check if you can create a broadcast channel
Want to see if your account is eligible? Follow these steps:
- Open Instagram and go to your Direct Messages (DMs).
- Tap the pencil and pad icon in the top right corner to start a new message.
- If the "Create broadcast channel" option appears, your account is eligible.
- If you don’t see the option, check if your account is a Creator profile or wait for Instagram to roll out the feature to your region.
How can followers find a creator’s Instagram broadcast channel?
Finding and joining an Instagram broadcast channel is simple, but many users may not know where to look. Here’s how followers can access a creator’s channel and what it means for social media managers.
Step 1: Go to the creator’s DMs
To find a creator’s broadcast channel, a follower must open their chat with that creator on Instagram.
Step 2: Check for the broadcast channel button
If the creator has a broadcast channel, a button will appear at the top of the chat, allowing the follower to tap and join instantly.
Step 3: Join and interact with the channel
Once inside the channel, followers can:
- Receive updates from the creator.
- React to posts or participate in polls.
- Mute notifications if they prefer not to receive alerts but still want access.
- Share the channel link with others.
Step 4: Share a broadcast channel link
Followers can copy and share a link to any broadcast channel they’ve joined. This makes it easy for users to invite others to participate in exclusive creator content.
What does this mean for social media managers?
For brands and businesses, Instagram broadcast channels offer a powerful way to connect with audiences, and getting followers to join is key. Here’s how to increase your channel’s visibility:
✅ Share your broadcast channel link across platforms
- Post it in Instagram captions, bios, and other social media accounts.
- Promote it in email marketing campaigns or blog posts.
✅ Promote your broadcast channel on Instagram Stories
- Use the ‘Share to Story’ feature to highlight key messages from your channel.
- Encourage engagement by adding polls, stickers, or CTA buttons.
Four tips to maximise Instagram broadcast channels
Instagram broadcast channels provide a direct and engaging way to connect with your audience. To keep followers interested and maximise engagement, use these four key strategies.
1. Share voice notes for a personal touch
Voice notes help humanise your brand and make your messages feel more authentic. Whether it’s a simple greeting, an exclusive announcement, or a behind-the-scenes update, voice messages add a level of intimacy that text alone can’t achieve.
2. Use multiple message formats to increase engagement
Instagram broadcast channels allow you to post a variety of content formats, including:
- Polls – Encourage audience interaction and feedback.
- Images & videos – Showcase behind-the-scenes content, product launches, or exclusive sneak peeks.
- Links – Direct followers to blog posts, special offers, or sign-up pages.
By using multiple formats, you keep your content dynamic and appealing to different audience preferences.
3. Launch new products or exclusive content
One of the best ways to keep your channel active is by offering exclusive content that followers won’t find on your regular Instagram feed.
- Announce product launches before they go public.
- Let followers vote on branding, features, or upcoming releases.
- Share exclusive discounts or behind-the-scenes previews.
Giving your broadcast channel an exclusive feel encourages more followers to join and stay engaged.
4. Create multiple channels for different topics
If your brand covers multiple topics, consider creating separate channels for different audience segments.
- This helps avoid content fatigue—followers only receive updates relevant to their interests.
- It allows for better targeting when making product announcements or launching campaigns.
- Segmentation improves engagement and conversion rates, as messages are more relevant to each audience group.
Wrapping it up
As you wrestle with whether creating a channel is the right move for you, take a minute to step back and reevaluate your Instagram strategy. Using an Instagram audit checklist (ours is free!) is a good first step.
You might discover your goals are no longer what they used to be or that the audience persona you are trying to connect with has changed. Either way, in social media strategies (and life), taking a step back is often a big part of positive change.