Why Are Instagram Broadcast Channels Increasingly Popular with Influencers and Content Creators?

Lately, most Instagram users have received at least one invitation from a favorite influencer or content creator to join their broadcast channel. Whether you accept these invitations or not, expect them to become more common in the future.

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Instagram stars have increasingly used these "group chats" not only to get feedback from their followers but also to present themselves in a less "beautified" and more realistic way. This indicates that it's still possible to be yourself on Instagram, and that's something we've probably all been missing. This is exactly why Instagram Broadcast Channels serve as an excellent marketing tool, and there are more reasons for this.

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First of all, direct communication enables influencers and content creators to connect better with their followers. This allows them to quickly and easily receive feedback about their content, ideas, and possibly even products or services, which is crucial for their ongoing work and presence on social networks.

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Since broadcast channels are somewhat "closed" forms, influencers and creators are empowered to publish much more honest and realistic content. They can share with their followers what their life really looks like, openly and authentically. This transparent approach builds trust, which is indispensable when it comes to marketing and (personal) branding. Additionally, whether we are talking about a person or a brand, a strong and loyal community of followers is very important for their success and position in the market.

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Followers who join such group chats are automatically perceived as more active and, therefore, more suitable for marketing certain information, products, and services. We don't necessarily have to talk about direct sales, but at the end of the day, everything is sales in some way! As a reward for loyalty, influencers and content creators can offer exclusive content, offers, promotions, and discounts—whatever is in their job description—which will further increase engagement and potential sales.

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Additionally, brands that plan to collaborate with influencers or content creators will prefer those who have a strong, loyal, and engaged community, as such "strong numbers" guarantee success in brand awareness campaigns and later in sales.

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All in all, as much as they may seem like just another content marketing option that some will like and some won't, Instagram Broadcast Channels are indeed a great way for influencers and content creators to create and maintain an engaged, active, and loyal community, and receive valuable information and insights that will help them be even more successful in their work.

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Text: Anja Petrović, Influencer Marketing & Community Manager, smartpoint adria