Your Next Best Community Tool Might Be Sitting in Instagram DMs

Since launching in February 2023, Instagram’s broadcast channels have quickly gained momentum with brands across industries jumping in early. These let you speak directly to your most loyal followers right in their DMs. Designed to let creators and brands share one-to-many messages in real-time, these offer a space for unfiltered, direct connections that cut through the algorithm.

Unlike Stories or Grid posts, content shared via broadcast channels lands directly in members’ inboxes. Think updates, behind-the-scenes content, polls, voice notes and exclusive previews, all dropped where your most engaged audience is already spending time.  

Why it works for brands...

For brands, broadcast channels are a powerful space to build trust, reward loyalty, and spark meaningful engagement. Unlike feed where posts sometimes get missed by even your most loyal followers, messages land directly in followers’ inboxes where attention is highest. That exclusivity fosters a community-first mindset. From early product drops and private discounts to decision-making polls and behind-the-scenes access, broadcast channels feel more like a VIP group chat than a campaign push.

Who is doing it well?

Fashion labels like Cult Gaia and Sisters & Seekers, beauty brands like BYOMA and Saie Beauty, and even stationery brand Papier have tapped into the format to share everything from curated shopping edits to collection launches and day-in-the-life content. Luxury brands aren’t far behind either as Jacquemus and Saint Laurent have drawn in 64.5k+ and 152k+ members respectively. The takeaway? No matter the category or positioning, broadcast channels offer a high-value space for direct, scalable audience engagement.

Looking to start your channel? Here’s what to keep in mind:

1. Build a content framework – Start with intention. Are you building hype for a product drop? Sharing BTS content? Set a clear content strategy and outline what your audience can expect. Building community means giving your audience something of value to build trust and keep members engaged.

2. Keep it conversational – Broadcast channels feel more intimate than regular posts. Think of it as a one-way group chat, not a press release. Your tone should feel direct, friendly, and unfiltered like texting a friend.

3. Be experimental – Broadcast channels offer more than text. Share voice notes, polls, and images. The more dynamic your content is, the more likely your audience is to engage.

4. Drive exclusivity - Give your followers a reason to join and stay. Use the channel to share what can’t be found elsewhere: early access links, limited drops, unfiltered updates, or even business decisions that make members feel like insiders.

5. Promote it like a VIP invite – Shout about your broadcast channel to make your followers want to join it. Tease what’s inside and highlight what they’re missing if they’re not in the room.

6. Go live – From exclusive tutorials to live shopping events, going live in your broadcast channel creates real-time value for your most engaged audience. Bring in influencers to co-host, drive sign-ups and spark conversation.
   

Looking to grow your community on Instagram? Get in touch.

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