What are Instagram broadcast channels and how do you use them?
What are Instagram broadcast channels, how do they work, and what do you need to create one?
Author: Alec Chillingworth
Apr 9, 2024 • 7 min read
Chances are that you’ve heard of Instagram broadcast channels. But what are they, how do they work, and are they right for you?
Today, we’ll cover all of that and more. Here’s what we’ll discuss:
What is an Instagram broadcast channel?
What are the benefits of Instagram broadcast channels?
What are the Instagram broadcast channel requirements?
Are Instagram broadcast channels paid?
How to create an Instagram broadcast channel
How to use Instagram broadcast channels
How to send out an Instagram broadcast channel invite
How to join someone else’s Instagram broadcast channel
What is an Instagram broadcast channel?
An Instagram broadcast channel is a public, one-way messaging feature which lets creators send direct message updates to their audiences. It works a little like a WhatsApp group, but the creator is the only person who can publish content.
Creators can send text-based messages, photos, videos, links, GIFs, and polls through Instagram broadcast channels. In a nutshell, it looks like a one-sided DM conversation, as the only person posting is the creator — followers can react to messages and take part in polls, but they can’t send messages.
Instagram broadcast channels are visible to anyone using the Instagram mobile app. However, only followers can join. Once someone joins an Instagram broadcast channel, messages from said channel will pop up in their DMs.
What are the benefits of Instagram broadcast channels?
Instagram broadcast channels are useful for a bunch of reasons. Let’s take a look.
They help creators overcome the algorithm
The Instagram algorithm is a shape-shifting, always-growing beast. While the platform makes changes for users’ benefit, many creators claim that such frequent tinkering makes it hard for them to produce algorithm-friendly content.
Instagram broadcast channels deliver content to followers directly — if someone is subscribed to your broadcast channel, they’ll see your content. There’s no way it’ll be swept under the rug, downgraded, or replaced by an ad or algorithm-preferred piece of competition content. As long as the audience appetite’s there, you’re all good.
Users prefer DMs
Instagram users share more photos and videos in DMs than they do via Stories, and they share more on Stories than through the main feed. Publishing content in the broadcast channel format recreates the look and feel of DMs.
They can be curated for different audiences
Creators can run more than one Instagram broadcast channel, streamlining content and pushing it to the right people. For example, you might be a gaming influencer who specializes in Twitch play-alongs, but occasionally dabbles in rig rundowns. Some followers might not be interested in the latter, more techy stuff — create a dedicated broadcast channel for those updates. That way, you can feed that niche need without alienating your wider audience.
This curated approach gives users the choice to see what they want, and creators the choice to prioritize content. It also works a treat with paid-for content, as you can create subscription-tier broadcast channels.
What are the Instagram broadcast channel requirements?
Creating an Instagram broadcast channel means you have to hit a couple of requirements. They are:
You must have a Creator account, and it must be public. At the moment, Personal and Business accounts aren’t able to use broadcast channels. We’re crossing our fingers that this’ll change in the future, as it’ll open up more opportunities for businesses and up-and-coming creators.
You need 10,000 followers or more. Unsure of how to hit that target? Start your journey by learning how to get 1,000 Instagram followers, then work your way up from there.
Are Instagram broadcast channels paid?
You can’t monetize Instagram broadcast channels like you would with traditional, in-stream video ads. However, you can incentivize people to pay for broadcast channel content. If you’ve activated Instagram Subscriptions, you can create a broadcast channel exclusively for paid-up members.
How to create an Instagram broadcast channel
Now that we’ve learned what an Instagram broadcast channel is and what the requirements are, let’s look at how to start your own:
Provided you meet the requirements, head to your DMs. Once you’re there, click the pencil icon in the top right.
Select ‘Create broadcast channel.’ Here, you can choose your broadcast channel’s name, the audience, the lifetime of your channel, and whether or not to show it on your profile.
Once you’ve confirmed those details, click ‘Create broadcast channel’ — this will send a one-time invitation to your followers. If you’re managing multiple broadcast channels, you can glance at them all by going back to your DMs and clicking ‘Channels.’
How to use Instagram broadcast channels
Instagram broadcast channels’ features are deliberately basic, as they’re meant to mirror the DM experience. If it were full of fancy bells, whistles, and extras, it would lose its power.
Here’s how you can use Instagram broadcast channels’ core functions.
Publish regular content
Like we mentioned up top, you can publish a whole host of content via Instagram broadcast channels. Options like voice notes are great for more personal, ‘insider’ tidbits, while behind-the-scenes videos, sneak previews, and bloopers are also popular.
Publish subscriber-only content
If you want to make money on Instagram, broadcast channels can sweeten the deal. Create an exclusive, value-for-money broadcast channel packed with content people would be prepared to splash out on.
Publish branded content
Instagram broadcast channels could be the perfect home for branded pre-sales, previews, and more. Just remember to use the paid partnership tool to show that your message is commercially geared — if you don’t do this and get caught out, you could end up in hot water.
Collab with other creators
Instagram broadcast channels allow up to five admins on any one channel. If you have your eye on a creator with whom you’d like to collab, why not reach out? If you can secure notable guest admins, they’ll be able to drum up hype across their channels, too.
Want to add collaborators to your Instagram broadcast channel? Here’s how:
Head to the top of your broadcast channel, then click the channel name.
Click ‘People,’ then the ‘Add’ button next to ‘Collaborators.’
Select or search for the people you’d like to add. If you’d like to remove a collaborator, tap the ‘Remove’ option next to their name in the channel collaborator section.
How to send out an Instagram broadcast channel invite
Once your Instagram broadcast channel’s up and running, it’s time to invite people. You can do this by:
Sending your first message: Once you’ve sent your first message through your Instagram broadcast channel, current followers will be notified and invited.
Sharing an invite link: You can create a shareable invite link to send through your Stories, Reels, DMs, bio, and outside Instagram’s walls.
Sharing one-off broadcast channel messages: If you don’t want to advertise the entire channel, select and hold a single message from your broadcast channel. Tap ‘Share to Story,’ and it’ll only publish that one message. People viewing that on your Story can then find and join your Instagram broadcast channel.
How to join someone else’s Instagram broadcast channel
If you’d like to join someone else’s broadcast channel, you’ll need the Instagram mobile app — it’s not doable on a desktop. Once you find a creator with a broadcast channel, look at their bio. If they have a broadcast channel, it should be pinned in bold text, just above the ‘Follow/Following’ button. Click the broadcast channel and join as prompted.
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