Instagram Adds Broadcast Channel Replies

So, Instagram’s apparently decided that its Broadcast Channels shouldn’t be just for broadcasting anymore?

As you can see in this example, posted by Allie Mason, some Broadcast Channel creators now have the option to switch on replies in their channel, which means that subscribers can now add their own comments into the channel itself.

Though any replies are not visible within the main channel feed.

The key difference here seems to be that the main broadcast channel will remain just that, a singular stream of updates from the channel admin, providing another means for brands and influencers to keep their fans updated within IG DMs.

Which is where all of the interaction in the app is now happening, and as such, it makes sense for IG to facilitate connection in this format. The new channel reply option expands on this, but any replies will only be visible once you tap on a specific message within a Broadcast Channel thread.

So it’s not exactly like a group chat, it’s more of a topical discussion area for fans, based on each announcement and post in the channel, while the main channel itself remains broadcast-focused.

Make sense?

Yeah, it may seem a little weird on the surface, but it actually is a logical extension of the format, providing another way for fans to engage about specific updates and elements, all stemming from within the broadcast channel itself, so you don’t have to go off to another group forum to discuss.

And as noted, Instagram’s seeing way more engagement in DMs than in the main feed these days, which is why it’s been trying to build upon this as a means to maintain that social network connection, as the main feed becomes more of a broadcast feed of AI recommended clips.

Indeed, about 50% of what users see in their main IG feed these days comes via AI recommendations, and is not from the profiles or people that they follow. Which is more akin to TikTok than the foundational social purpose of Meta’s apps.

But Meta also knows that social connection, and maintaining those links with your network, is its key differentiator, and as such, it’s trying to hook into the best of both worlds, by providing a TikTok-like feed as the main focus, and a social space within DMs.

That’s why it keeps pumping out new elements for Notes, while it also recently added Stories comments as well, as another means to spark chatter around content.

Because while highlighting the best video clips in the app is increasing overall engagement, Instagram also wants to keep people messaging, and engaging with each other, to enhance the stickiness of the app.

An expanded Broadcast Channel discussion stream, stemming from each announcement, is along the same lines, and could be a good way to connect more people with related interests in the app.