More and more influencers are sliding into their followers’ DMs.
They’re doing so via Instagram’s broadcast channel feature, which was first introduced in February 2023, and essentially acts as a (one-sided) group chat that appears in a user’s direct messages inbox.
In the channels themselves, much of the content influencers share is the same sort that they’d post on Instagram Stories, such as outfit selfies (followed by links to purchase), new online shopping finds or photos from vacation. But because it’s a private channel that you have to elect to join, there’s a sense that the broadcast channels are a gathering place for your most devoted followers.
Just as influencers are using the channels to present a more candid picture of their day-to-day, so are brand founders. Shrugging off the “girl boss” era of the 2010s, which was defined by glossy success stories plastered on the covers of magazines, they’re using channels to give a more realistic picture of what it means to be an entrepreneur.
It’s still early days for the broadcast channel feature, but already, users have feedback. https://lnkd.in/eGCdeSzg
✍️ Diana Pearl
The Dopamine Dealer of LinkedIn - Transforming Your Connections into Advocates & Customers so YOU stand out | CEO | Keynote Speaker | Author | Father
3dHey The Business of Fashion excited to see how Nike's new retail concept will resonate in Beijing! Could be a game-changer against local competitors! 🚀 #RetailReveal