We’ve all heard the phrase “work smarter, not harder” and honestly – that sounds like a dream! But what does working smarter actually MEAN when it comes to the world of influencer marketing? Today we’re digging into using Instagram’s broadcast channels to build a sustainable and profitable business and improve your profitability. And bonus: you’ll make meaningful connections with your followers. Keep reading to find out how!
Prefer to listen? Check out our full episode here!
WHAT IS A BROADCAST CHANNEL?
If you haven’t tried out Instagram’s broadcast channels, this is a fantastic way to interact with your audience. It’s like a personal megaphone for sharing exclusive content and showcasing your personality. You can create channels specifically to interact with followers. I like to think of it as a group text with your friends; you can post exclusive content, share glimpses into your own life, and learn more about what your audience wants from you. WIN. WIN. WIN. It’s a great way to connect with your followers in real time and create content tailored to their interests.
BUILD COMMUNITY, INCREASE ENGAGEMENT
Broadcast channels allows influencers to make authentic connections with their audience and increase engagement with them by creating content with a specific group of followers in mind. Here’s what I mean.
Imagine this: You’re a busy Mom chasing around her littles, trying to feed them the best food, use the most Mom-approved products, and keep a budget. Oh and did we mention you work full time? You’re having a hard time keeping up with the laundry, let alone doing research to find the best car seat for your almost front-facing toddler. Enter: Toddler must-haves and deals sent right to your inbox from your favorite, trusted influencer.
This is the beauty of channels – it offers influencers the opportunity to compile information and deals for their followers based on what the audience wants. This is a hyper-tailored approach to interacting with your followers and allows you to fill a need – in this case, saving Mama time and gaining her trust. As an influencer, this is a double-win because any deals you share are profitable for you.
INCREASED PROFITABILITY
When you take the time to create a hyper-curated list of product recommendations and deals for your audience, you’re taking the time to care about what matters to them. The deals that you share on your channel will in turn become opportunities for profit when your followers purchase using your link. Sending deals via channels creates a sense of urgency for followers, increasing the likelihood that they will make a purchase. Sending exclusive deals via channels is great way to boost the profitability of your account.
COMMON MISTAKES
Like any other platform feature, there are a few things to watch out for that will take away from your audience’s experience.
- Make the content UNIQUE. Channels shouldn’t be used for repurposing stories or reels – they can see this content by heading over to your profile! Instead, your channel should be unique content that creates a personal connection to some part of your brand.
- Use a strategic approach. An occasional giveaway is a fantastic way to engage your followers, however, promoting this on your story is the way to go – not the channel. Your channel should be used for deals and information that will create a familiar and reliable space for your followers to go rather than a competitive giveaway (which is fun in it’s own way). Create a strategy for what you plan to share on your channel!
At the end of the day, broadcast channels are a great way to create authentic interactions with your audience geared toward what they are interested in. As consumers, they’ve got the opportunity to choose what they participate in and you have the opportunity to create a low-maintenance plan for improving your interactions with your audience AND profitability to help your brand become the powerhouse it’s meant to be!
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