The news: Meta introduced "broadcast channels" to Facebook and Messenger to boost user engagement.
How it works: Broadcast channels essentially function as vast yet controlled group chats.
Will it work? Launching these channels on Instagram has proved they can drive user engagement. They provide an intriguing blend of mass communication with a chat-like intimacy, making it an appealing avenue for followers to interact with their favorite creators.
Yes, but: Given the frequent notifications, users might become selective about the channels they join to avoid being overwhelmed by a flurry of messages.
Our take: Introducing broadcast channels on Facebook and Messenger appears to be a strategic move, considering their success on Instagram.