Meta Announces Interactive Updates for Broadcast Channels

Meta has announced some new updates for its Broadcast Channels messaging option, which enables creators and brands to share one-way messages with groups of fans on Instagram, Facebook and Messenger.

Or at least, that’s how it’s been thus far.

First off, Meta’s rolling out broadcast channel replies, which will enable you and your fans to engage with each other within your broadcast channel.

Which makes it pretty much like a regular group chat, though with one key difference.

As you can see in this example, with Broadcast Channel replies, the replies will be tied to each comment, and will only be visible if you tap through on that comment.

That means that your main broadcast channel will remain a singular stream of updates from the channel admin, with fans now gaining the option to engage further if they choose.

Some creators have had access to the option for a few months, so it’s not entirely new, but it could add more depth to your announcements and engagement in the app.

Along the same line, you’ll also now be able to prompt discussion within your channel, with new chat prompts.

Which, again, makes it more like a regular group chat, but with more specialized options for prompting conversation.

Meta says that channel followers will be able respond with text or photos for up to 24 hours, and like their favorite responses.

“Keeping track of likes can help you understand what’s popular, what’s working and what isn’t working.”

Finally, Meta’s also rolling out new metrics for Broadcast Channels to help you understand what’s resonating with your audience.

The new insights will display total interactions, shares and poll votes, which will help you understand what your audience is interested in, and help you maximize engagement with your channel updates.

“We’ll also help you get the most out of your channel with personalized guidance and best practices. Set a goal for your channel and we’ll suggest specific actions to help you achieve it. For example, if you’re looking to build your audience across platforms, try reaching all your fans – on both Instagram and Facebook – at once. Just update your settings to automatically share your channel messages to both places.”

That could be a handy complement for your channel strategy.

And it may well be worth considering, with Meta also noting that more than 1.5 billion messages are shared in Broadcast Channels every month. The shift to messaging as a means to connect, as opposed to engaging within social apps themselves, has changed the paradigm of social media more broadly, and Broadcast Channels could offer a means for brands and creators to tap into that.

Worth considering.

You can read more about Meta’s Broadcast Channel updates here.