Instagram Introduces Replies for Broadcast Channels
Instagram has updated its Broadcast Channels feature to let some creators enable replies. As noted by Allie Mason, subscribers can now add comments, though these replies won’t show up in the main channel feed. Instead, they can be viewed by tapping on specific messages within the Broadcast Channel thread.
The primary Broadcast Channel on Instagram continues to function as a one-way stream where the channel admin sends updates. This feature enables brands and influencers to communicate directly with their audience through DMs
Instagram’s Broadcast Channel feature now includes the option for creators to enable replies. This update allows subscribers to comment on specific updates directly within the channel, while still maintaining the channel's primary role as a one-way stream of updates from the admin. This addition supports the rising engagement in DMs, letting fans discuss announcements without leaving the channel.
Although this feature diverges from traditional group chats, it provides a focused discussion area related to individual posts. It aligns with Instagram's strategy, where AI-driven recommendations now make up about 50% of users' main feed content, similar to TikTok’s approach.
Meta is working to balance this shift by boosting interaction within DMs, where user engagement remains strong. New features like Stories comments and updates to Notes further enhance ways for users to connect, even as the main feed increasingly features AI-curated content.
Key Takeaways:
- Meta introducing broadcast channels on Instagram, a one-to-many messaging tool that allows creators to engage directly with their followers at scale
- Creators can use broadcast channels to help keep their followers updated and share behind-the-scenes moments using text, photo, video, voice notes and polls.
- The new feature will be introduce to few of the US creators and will be rolling it out to more creators soon
