Instagram launches Telegram-inspired ‘streaming channel’ system

2023-06-16 10:42:51

The announcement was made by the boss of Meta, Mark Zuckerberg, on his own channel called Meta Channel. He took the opportunity to recommend others, such as those of the International Cricket Council (ICC), director Karen X. Cheng or influencer Michael Le: unveiled last February, the broadcast channelsor “broadcast channels” in French, were initially rolled out in the United States. They have been appearing in other countries, including France, since Tuesday, June 13, but are only accessible to influential accounts.

How do they work? When a content creator opens a “channel” on Instagram and sends the first message, all of their followers are invited to join the broadcast channel. Those who decide to accept the invitation will be notified directly through their private messages each time the creator posts a new message. Subscribers can leave or mute broadcast channels at any time, or disable notifications from a creator’s broadcast channels altogether.

This new option, which is inspired by the operation of the Telegram platform, also integrated into WhatsApp, allows content creators to offer a new space for exchanges in which they can share with their subscribers, pell-mell, text, images, videos, voice messages and surveys. For their part, subscribers to the creator of the “channel” only have the option of reacting to messages with emojis and responding to polls.

According to Instagram, it’s a way “more spontaneous to interact with your audience”. In France, influencers like Lena Situations and Just Riadh were able to test this feature before it was rolled out. Lena Situations’ channel, entitled “Between Us”, already has more than 700,000 members.

In its communication last February, Instagram explained that these “channels” will be offered on other Meta applications such as Facebook and Messenger in the coming months. Apart from broadcast channels open to all subscribers of an account, Instagram also offers the possibility of creating a broadcast channel limited to subscribers paying for “broadcast more exclusive content”.

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