How to use broadcasting channels on WhatsApp and Instagram
How to use broadcasting channels on WhatsApp and Instagram
This new feature allows artists to use WhatsApp on a larger scale.
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Let’s dive into today’s topic:
How to use broadcasting channels on WhatsApp and Instagram
Meta introduced a new feature on both Instagram and WhatsApp that might have an impact on how artists distribute content to their audience.
Why it matters
With 2.78 billion active users, WhatsApp is the most popular messaging app globally. While WhatsApp previously only offered one-to-one (personal) or many-to-many (group) chats, they have now introduced a one-to-many feature. This allows artists to use WhatsApp on a larger scale. Earlier, this feature was introduced on Instagram.
How it works
WhatsApp Channels and Instagram Broadcasting Channels are one-to-many public messaging channels.
On Instagram, artists can invite their account followers to follow their broadcast channel. On WhatsApp, users can browse channels in the app in the ‘Updates’ tab > ‘Channels’.
Instagram displays followed broadcast channels as a tab in the message inbox. WhatsApp shows channels in the ‘Updates’ tab.
Unlike group chats, only account owners and moderators can publish messages and media on the channel. Followers can only respond with specific emojis.
Users can receive notifications when following a channel, although notifications are muted by default.
For example, artists can utilise broadcast channels to:
Send messages to a specific group of fans in an invite-only channel.
Create a ‘street team’ of superfans by using an invite-only channel to ask them to inform them about upcoming campaigns and prepare them to engage.
Share demos and unfinished music through a broadcast channel to tease fans with upcoming releases.
Yes, but..
Currently, not everyone can create an Instagram Broadcasting Channel (having at least 10,000 followers is a requirement) or a WhatsApp Channel.
As with many features, Meta drew inspiration for this feature from a competitor.
Take action now
On Instagram, Follow Adam Mosseri’s ‘IG Updates’ broadcasting channel.
On WhatsApp, follow the official Whatsapp channel.
Take some time to explore how major artists and brands are using this feature. Come up with ideas for artists to leverage this feature to their advantage.
Further reading
Introducing WhatsApp Channels. A Private Way to Follow What Matters (WhatsApp)
Instagram is rolling out its Channels feature for broadcasting messages globally (TechCrunch)
WhatsApp is widely rolling out its Telegram-like Channels feature (The Verge)
16 Ways to Use Instagram Broadcast Channels for Business (Social Media Examiner)