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.
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.
This exclusive, interactive format helps creators and brands maintain a direct line of communication with their audience without the noise of a group chat.
From a business perspective, there are a few key benefits to investing time and resources in staying active on an Instagram broadcast channel.
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.
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.
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:
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!
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.
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:
Go to your Instagram Direct Messages (DMs) by tapping the messenger icon in the top right corner of your home screen.
Tap the pencil and pad icon (the same button used to start a new message). From the menu, select "Create broadcast channel."
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.
Instagram broadcast channels are available to professional accounts, allowing creators, influencers, and brands to engage directly with their audience through one-to-many messaging.
To create an Instagram broadcast channel, your account must meet the following criteria:
Want to see if your account is eligible? Follow these steps:
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.
To find a creator’s broadcast channel, a follower must open their chat with that creator on Instagram.
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.
Once inside the channel, followers can:
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.
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
✅ Promote your broadcast channel on Instagram Stories
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.
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.
Instagram broadcast channels allow you to post a variety of content formats, including:
By using multiple formats, you keep your content dynamic and appealing to different audience preferences.
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.
Giving your broadcast channel an exclusive feel encourages more followers to join and stay engaged.
If your brand covers multiple topics, consider creating separate channels for different audience segments.
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.