A few weeks ago, some people received a private message from Lena Mahfouf or Paola Locatelli. Instagram has just added a new string to its bow with the rollout of Channels, dedicated broadcast channels for content.
While the beta was initially available only to a handful of happy few, it is now available to all content creators.
The goal? To let influencers deepen relationships with their most loyal followers. Channels offers a more direct way to share news, collaborations, behind the scenes… ever more spontaneous and authentic content, shared with an audience notified by the app of every new message in the channel.
Similar to a WhatsApp, Telegram or Messenger group, Channels lets you share any type of content. Whether through a voice note, a photo, a poll or a video, followers will be able to get news from their favourite influencers.
Creators of news-related content could, for example, share breaking news live. Hugo Décrypte could ask his followers, via a poll, which topic they want to discover next, and Rémi Busine could cover current-affairs topics live and share them through voice notes or videos.
In food, previews of new recipes could be shared, while travel influencers could share their feedback after a trip. Even more, music-related content creators could reveal concert or album release dates in advance. In short, Channels widens the field of possibilities for content creators, bringing them ever closer to their followers.
But what about brands and the opportunities for advertisers running influence strategies?
First opportunities are already appearing: Channels makes it possible to engage a smaller community in another circle, and therefore also an opportunity to reach a target of ultra-fans, for example. Collaborations could include sponsored polls, exclusive promo codes, sharing of affiliate links, etc.
We will see how this feature evolves and rolls out – if it does!
Going further. This topic continues with tigrz’s Media Performance expertise.
On the same topic: « Instagram filters: a trend and great opportunities for brands. » and « End of the like counter, but consolidation of a new era of social ».
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