Meta Platforms’ Instagram Expands Broadcast Channels Globally

Instagram is taking its Broadcast Channels feature global to provide creators with a new way of connecting with their followers on a larger scale.

This feature, which Meta CEO Mark Zuckerberg said he would be using to share Meta product news, allows creators to share text, images, polls, and more with their followers, the company announced on Thursday (June 15). Only creators can send messages in broadcast channels, while followers can react to content and vote in polls.

Followers can leave or mute broadcast channels at any time. They can also control their notifications from creators by going to a creator’s profile, tapping the bell icon, and selecting “broadcast channel.”

The feature was initially available to select creators and users, and Zuckerberg made the announcement on his channel, recommending a few channels like International Cricket Council (ICC), director Karen X. Cheng, influencer Michael Le, and artists Daniel Arsham. Channels is also slated to come to Messenger and Facebook in the coming months.

According to a Meta spokesperson, the company is testing question prompts for followers and a dedicated channels tab in the inbox. The company is also testing tools for creators, including setting a channel expiration date and time, adding a moderator to help manage members, and sharing a link or preview to Stories.

Notably, Meta also launched the Channels feature on WhatsApp earlier this month. However, the aim of Channels on WhatsApp was to give local and global authorities and agencies a platform to connect with people.

Broadcast channels are subject to Instagram’s Community Guidelines, ensuring that people can feel safe and welcome being a part of them. People can report both a broadcast channel itself or specific content shared in the channel, which can be removed if it goes against their policies.

Broadcast channels are also public and discoverable chat experiences, so they’re treated differently than private messaging on Instagram.

Meta is also testing tools for creators, including setting a channel expiration date and time, adding a moderator to help manage members, and sharing a link or preview to Stories. With the expansion of broadcast channels, creators will have a new way to engage with their followers, and users will have more opportunities to discover new channels and connect with their favorite creators, the company said.

The announcement had a positive impact on Meta’s shares, which rose more than 1.5% in mid-day trading on Thursday.