Comment away on Instagram

This week, Instagram has released not one, but two new updates that further enhance user interaction. The first update introduces comments on Instagram Stories. Think of it like a live video where comments come pouring in, but now they remain visible for 24 hours. This feature is now available in the app. By default, only followers you follow back can comment, but you can adjust this to allow all your followers to comment.

Broadcast Channels: more than just broadcasting

The other update is on Broadcast Channels, which Instagram introduced last year. Starting this week, users can also comment on posts in their favorite creator’s channel. Originally, the idea was that the creator would share updates with you, and you could only watch and follow. But not anymore. Now, users can also comment on posts in a separate comment feed. This new interaction feature makes Broadcast Channels even more personal.

Keeping users longer in the app

Instagram has been focused on increasing the time users spend on the platform for a long time now, especially through the growing popularity of DMs. Features like Instagram Notes have rapidly expanded. Notes are now visible on your profile, Reels, and feed posts. The addition of comments on Reels and replies in Broadcast Channels also aligns with this strategy to boost engagement.

New opportunities for businesses and brands

For businesses and brands, these updates are highly valuable. Until recently, brands couldn’t start their own Broadcast Channel, but with these new features, it’s even more fun and easier to engage with your followers. So, don’t have a Broadcast Channel yet? This is your chance to start one!