Following the success of Broadcast Channels on Instagram which we reported on in August, Meta is now extending this feature to its other platforms, Facebook and Messenger. This offer yet another way in which brands and creators connect with their audiences.
Broadcast Channels are just like the Telegram app and act like a one-way group chat. Once users follow and account, the account owner can provide regular updates through direct messages (DM) – a more personal way for brands and creators to engage with their fans.
With conversations increasingly shifting to DMs, Broadcast Channels offer an exciting and valuable new channel for marketers. It's a great way to foster a deeper, more intimate connection with your followers.
The other benefits of Broadcast Channels is that they bypass the unpredictability of algorithms. When you post to the feed, the algorithm determines what percentage of your followers see your content. But with Broadcast Channels, everyone who follows your account will be delivered the DM, ensuring more consistent visibility.
Currently, Instagram restricts the use of Broadcast Channels to only Creators, however Mark Zuckerberg, Meta’s CEO, announced brand Pages will also soon get access to them as well.
On Facebook, Broadcast Channels will be prominently displayed on your Page and you'll be able to boost the visibility of your Channel by promoting it within your feed.
The integration with Messenger takes this a step further, because Pages can now establish their Broadcast Channel within Messenger. This means any updates your share will pop right into your user's Messenger inbox.
Pages will also have the flexibility to share a range of content, including voice notes, texts, photos, videos, or even GIFs. These options will foster a sense of community, helping to attract, engage and convert customers.
Broadcast channels are an exciting addition to Meta's ever-expanding set of marketing options. It's well worth checking them out and seeing if it's a good fit for you social media marketing strategy.