Instagram Reveals New Broadcast Channel Reply Feature

Instagram is expanding its Broadcast Channels functionality with a new feature that allows subscribers to reply directly within the channel. This update marks a shift from the traditional one-way communication model of Broadcast Channels to a more interactive format, turning it from a one-to-all update system into something that viewers (and creators’ fans) can directly engage.

Previously, Broadcast Channels served as a singular stream of updates from channel admins, offering a broadcast-only experience. With the new reply option, channel creators can now enable responses from their audience, though these replies will not appear in the main channel feed. Instead, subscribers can view replies by tapping on specific messages within the channel thread.

The shift towards enabling replies in Broadcast Channels reflects Instagram’s broader strategy to boost engagement outside of regular replies and direct messages. With a significant portion of user engagement now occurring in DMs rather than the main feed, Instagram (and by extension, Meta) wants to give users and creators more ways to interact without turning to private one-on-one messages.

These changes come soon after a number of Instagram updates, from AI-driven algorithm tweaks focused on boosting user engagement to real-time friend-locating and public story commenting features. By integrating interactive elements into Broadcast Channels, the platform is pushing for more interaction in open feeds.