20.3.2025
Instagram broadcast channels offer creators and brands a direct way to connect with their most loyal followers. This one-to-many messaging feature enables the sharing of exclusive content, updates, and interactive messages, creating a more engaged community through a chat-like experience.
First introduced in February 2023 for select accounts, broadcast channels are now accessible to all users with a Creator profile. Whether you're a business, influencer, or marketer, this tool provides a unique opportunity to engage your audience beyond traditional posts and stories.
In this guide, we’ll walk you through everything you need to know about Instagram broadcast channels—including how to set one up, best practices for engagement, and effective strategies to grow your audience.
Let’s dive in!
Instagram broadcast channels are one-to-many messaging spaces that allow creators to share updates, announcements, and exclusive content directly with their followers. Think of it as a group chat where only the creator can send messages, while followers can react, participate in polls, and stay informed without overwhelming the conversation.
This exclusive, interactive format gives creators and brands a seamless way to connect with their audience—delivering key updates without the distractions of a traditional group chat.
Quick fact for social media managers: Meta, formerly named Facebook, Inc., also owns WhatsApp and has rolled out broadcast channels on WhatsApp as well. If your audience is active on WhatsApp, you could consider starting a broadcast channel there.
From a business perspective, there are a few key benefits to investing time and resources in staying active on an Instagram broadcast channel.
One of the biggest advantages of broadcast channels is the ability to engage more directly with your followers through a messaging-style format.
Take Tank Sinatra, a popular meme creator, as an example.
While his main feed is dedicated to sharing content, he leverages his broadcast channel to give his most loyal followers exclusive updates—such as early access to new merch releases. By sharing insider information with his core audience before posting it publicly, he fosters a deeper connection with his biggest fans.
Broadcast channels are a great way to make key announcements without cluttering your main feed.
If you manage a brand’s social media, you can use your channel to notify followers about a new newsletter or a freshly published blog post. Similarly, if you're an entertainer, author, or entrepreneur who frequently travels for events, broadcast channels can help generate excitement and keep fans informed.
Unlike your main feed—where posts remain permanently—your, your broadcast channel offers a more dynamic space for time-sensitive updates. Josh Richards, a media personality, utilizes his channel to inform followers about new trailer releases or his latest TikTok videos, ensuring his audience stays engaged and up to date.
Even though followers can’t reply directly in your broadcast channel, they can still engage through reactions and polls—making it a powerful tool for gathering feedback.
Here are some ways to use this feature effectively:
By leveraging these simple engagement tools, you can gain valuable insights while keeping your audience involved in decision-making.
Looking to expand your reach? Collaborating with other creators and influencers through your broadcast channel can help you grow your audience.
You can invite another creator to join as a collaborator, allowing them to share messages with your audience. This not only enhances engagement but also introduces your channel to their followers, boosting visibility and potential growth.
However, collaborations can lead to a surge in messages, so be sure to have a clear strategy in place. Tools like SO9’s Priority Inbox can help manage the influx and ensure you never miss an important message!
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 for professional accounts, making it easier for creators, influencers, and brands to connect directly with their audience through one-to-many messaging.
To create a broadcast channel, your account must meet the following criteria:
Curious if your account is eligible? Follow these steps:
Look for the option "Create broadcast channel."
If you see it, your account is eligible.
If not, ensure your account is set to Creator mode or wait for Instagram to expand availability in your region.
While joining an Instagram broadcast channel is easy, 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.
Followers can find a broadcast channel by opening their Direct Messages (DMs) and selecting their chat with the creator.
If the creator has a broadcast channel, a "Join Broadcast Channel" button will appear at the top of the chat, allowing followers to tap and join instantly.
Once inside the channel, followers can:
âś… Receive real-time updates from the creator.
âś… React to messages using emojis.
âś… Participate in polls.
âś… Mute notifications while still having access to content.
Followers can copy and share the channel link with others, making it easier to invite new members and grow the community.
This streamlined process helps creators boost engagement and ensures their most loyal followers never miss an update.
Instagram broadcast channels offer a direct and interactive way to engage with your audience. To keep followers engaged and make the most of this feature, implement these four key strategies:
Adding voice messages makes your content feel more authentic and engaging. Whether it’s a friendly greeting, an exclusive update, or a behind-the-scenes insight, voice notes help humanize your brand and create a stronger connection with followers.
Keep your audience engaged by leveraging different content types within your channel:
Using a variety of formats keeps your content fresh, appealing, and engaging for different audience preferences.
Make your broadcast channel the go-to place for exclusive updates to keep followers coming back.
By making your channel feel like an insider’s club, you’ll drive more engagement and retain your most loyal followers.
If your brand covers multiple topics, consider segmenting your audience by creating separate broadcast channels for different content areas.
By strategically managing your broadcast channels, you can create a more personalized and engaging experience, leading to stronger community growth and brand loyalty.
If you're debating whether an Instagram broadcast channel is the right move for you, take a step back and reassess your overall Instagram strategy.
You might realize that your goals have shifted or that your audience persona has evolved. Either way, regularly reviewing your strategy is key to staying aligned with your objectives. In both social media and business, sometimes taking a step back is exactly what you need to move forward.
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