HOW TO USE INSTAGRAM'S BROADCAST FEATURE

Launched in 2023, Instagram’s broadcast feature is a fairly new addition to the platform, but it’s fast becoming the antidote to some of the engagement issues plaguing influencers and brands using the channel.

Where Reels might rely on the algorithm to reach people, and Stories are seen as part of a larger Story rotation by direct followers, Broadcasts offer something that feels a bit more like real engagement.

 

What are Instagram Broadcasts?

 

Instagram Broadcasts are a form of direct chat that occurs between an account and its followers if the follower requests to join or accepts an invitation to join a Broadcast channel.

The difference is that only the account or channel owner can send messages. Those who join the broadcast can only react to posts and respond to polls.

A channel owner might communicate by sending written messages, photos, voice notes or videos, posing questions and creating polls.

It’s a way for followers to get more content from a source they actually want to hear from, rather than being bombarded with content they’re not interested in, which makes up a large part of the problem of social media.

Because followers opt in to a channel and get a notification when an account broadcasts, they’re choosing what to view (and when to view it), so the whole interaction feels a lot more intentional.

Since a follower is already following an account and its content and has direct access to regular posts and stories, the act of opting in to a broadcast is a much deeper level of engagement. This can mean a heightened ability to influence.

 

How are brands and influencers using it?

 

Broadcasts are a special opportunity to reward the interest and loyalty of keen followers. Their deep interest in an account has likely been hard fought through months or years of producing great quality content and shaping of the “brand.”

Brands and influencers recognise that this additional engagement and loyalty requires specific treatment. It wouldn’t be effective to offer the same content across all their Instagram outputs. After all, what would be the point of joining a broadcast?

Broadcast content needs to feel exclusive. That’s why brands and influencers post unseen footage, first-look content, insider tips, insights or more personal discussions, and exclusive offers and discounts.

 

Feedback that matters

 

Brands and influencers can also use it to gain important insights from their followers. The broadcast channel allows reactions and poll responses, which can provide an invaluable source of data.

For example, you might pose a question about the type of content followers are most interested in. If you create products or offer services, you might also ask them for their input on the creation of your next one. This is also a perfect way to market to your followers early on.

Gleaning these opinions from broadcast followers is important because they’re the ones who chose you, twice over. Once to follow and again for deeper engagement through your channel. They’re the people you want to attract more of, so it helps to hear their point of view.

 

How should you use it?

 

Every brand, influencer and platform is braying for your followers’ attention. If you have it, you have to do your best to keep it. And there are no promises they’ll stay.

So the most important thing is to create content that offers some level of unique value to your followers, whether that is through exclusive insights or giveaways, behind-the-scenes footage of your Stories and Reels, or something raw, polished and importantly, personal, such as daily thoughts, words of advice or personal anecdotes from your day.

 

Getting started

 

Not just any account can post a broadcast. It can’t be a personal account; it has to be a public Instagram Creator or Business account.

From one of these accounts, you simply need to open your direct messages and select the option to create a new message. At the top, you’ll see the option to create a broadcast channel. If you’ve already created a broadcast channel and want to edit it, you’ll see the option “Channels” at the top.

Once you’ve created and posted a broadcast message, everyone in your follower base will get a notification inviting them to follow your channel.

You can also invite links that you post to your Stories, to capture potential new Broadcast followers that way.

 

Add Universal’s music to your broadcasts

 

Polish your video or audio broadcasts and make them even more personal to your audience with quality music from Universal Music for Creators’ 50,000-strong catalogue of tracks.

Simply pre-record your broadcast material and upload your chosen backing track or sound effect from thousands of high-quality recordings.