In February, Instagram started testing broadcast channels to help creators deepen their connections with their followers. Instagram said public figures, and teams such as MC Stan, Faisal Shaikh, Mumbai Indians, ICC and Smriti Mandhana have already started their broadcast channels in India.
Broadcast channels are a public one-to-many messaging tool that creators can invite all of their followers into and share text, video and photo updates.
Creators can also use voice notes to share their latest updates and behind-the-scenes moments, and even create polls to crowdsource fan feedback. Only creators can send messages in broadcast channels, while followers can react to content and vote in polls.
Once a creator gets access to broadcast channels and sends the first message from their Instagram inbox, their followers will receive a one-time notification to join the channel. Anyone can discover the broadcast channel and view the content, but only followers who join the channel will receive notifications whenever there are updates.
Followers can leave or mute broadcast channels at any time and can also control their notifications from creators by going to a creator’s profile, tapping the bell icon and selecting “broadcast channel.”
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Notifications will default to “some,” but this setting can be changed to “all” or “none.” Other than the invitation notification, followers will not get any other notifications about a broadcast channel unless they add the channel to their inbox. Once a channel is added to their inbox, it will appear among other message threads, and notifications will be turned on and function like any other chat.As soon as the broadcast channel is live, creators can also encourage their followers to join by using the “join channel” sticker in Stories or by pinning the channel link to their profile. Users can access the broadcast channel link via a creator’s story sticker, the link pinned to their Instagram profile or, as an existing follower, a one-time notification sent when a creator starts a new channel. The can tap to join broadcast channel.
People who are not yet following the creator will be prompted to do so. After joining the channel, followers can react to content and vote in polls, but cannot send messages.
They can also share a link to their favorite creators’ broadcast channels so friends can follow and join. Instagram said fans can now follow conversations between their favorite creators and their special guests. This is now available globally.
The company said it is also testing additional features such as the ability for creators to use question prompts to gather feedback and responses from followers and a dedicated channels tab in the inbox so people can easily access their joined channels and discover new ones.
These are in early testing and not yet available in India. Instagram said it is also exploring new controls to help creators manage and promote their broadcast channels, like setting an expiration date and time on their channel, adding a moderator to help manage members, messages and content and sharing a link or even a preview to Stories to encourage followers to join.
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