Ever wish you could chat directly with your audience on social media? With the launch of Instagram Broadcast Channels, IG is testing a new and improved way for creators to slide into the DMs of their followers on the platform.
The new feature is a one-to-many messaging tool that allows creators to engage with their followers via text, photos, video, voice notes, and polls. For now, recipients can react to the content and participate in polls, and IG says additional functionality will be added soon. The new creator tool may be in response to a recent internal Meta report that revealed while users are spending more time on IG and FB, engagement is declining. Rather than posting publicly, users are more heavily using private messaging and this new feature is likely trying to capitalize on that shift.
If your brand has a creator account or partners with one, Instagram Broadcast Channels provides an opportunity to create a close sense of community with your audience while receiving instantaneous feedback from followers. The feature is currently being tested by a handful of U.S. creators and will be expanded to more soon. IG plans to eventually make it available on Messenger and Facebook as well. Creators who want to be considered for early access can join the waitlist. As Broadcast Channels rolls out (and possibly becomes available for business accounts too), consider how your brand could utilize it to more personally and deeply interact with your audience.
TL;DR: Instagram Channels allows creators to directly relay information and content to their audience. It could be a useful inbound marketing strategy as engagement through private messaging is on the rise.
THE BLUE CHECK BANDWAGON
Following closely on the heels of Twitter and Snapchat, Meta is the latest passenger to board the paid blue check bandwagon. Meta Verified, which will be available on both Instagram and Facebook for individual users, has similar requirements as its previous unpaid iteration: Applicants need to be at least 18 and submit a government ID that matches the name and photo on their account.
Meta Verified is being tested in Australia and New Zealand and is available for personal accounts for a monthly fee of $11.99 on the web and $14.99 on mobile. (Businesses are not eligible to apply for Meta Verified at this time.) Meta notes that there will be no changes to Instagram and Facebook accounts that are already verified based on previous requirements.
The new blue check will come with perks like stickers that display their elite status on Reels and Stories, extra protection against impersonating accounts, immediate access to customer service, increased visibility in search and recommendations, and a monthly allowance of 100 Facebook stars (a digital currency that’s used to tip creators).
The emergence of paid verification on social media is prompting users to decide whether it’s a worthwhile investment. Before its inevitable rollout to businesses, consider the pros and cons for your organization. For brands with a strong following on Facebook or Instagram, it may be worth the extra bucks. Just make sure you’re setting your own course and not following the blue check crowd.
TL;DR: Meta is testing paid verification for personal accounts. Evaluate the marketing implications and possibilities when it becomes available for business accounts.
WHAT LIT US UP
ON THE ROCKS, FROZEN, OR AI-GENERATED?
Bottoms up! Ahead of National Margarita Day on February 22, Patrón tequila launched an artificial intelligence (AI) art generator that creates personalized images of Patrón margaritas. The clever campaign comes on the heels of a flurry of AI activity — from the emergence of ChatGPT to Microsoft’s integration of AI into Bing.
The Patrón Dream Margarita Generator allows fans to input their dream location, favorite ingredient, and choice of garnish, then say cheers to their own bespoke piece of tequila art. By sharing the AI cocktail creations on Twitter and IG Stories (tagging the brand and including #PatrónDreamMargarita and #PatrónSweepstakes), customers are entered for a chance to win two tickets to see singer and actress Becky G. in New York City.
While you can’t actually sip on these margaritas, these custom creations can serve as inspiration for real libations made with Patrón. The campaign creates a happy hour-worthy opportunity for user-generated content (UGC) aided by AI, and the sweepstakes provides a further incentive to participate. As AI gains in popularity and continues to evolve, marketers will need to find unique, innovative ways to stand out with this technology. Patrón’s campaign highlights AI’s potential for UGC. How can your brand capitalize on AI’s versatility?
TL;DR: Patrón uses AI to enable fans to make custom digital cocktail art. Explore the marketing possibilities of this exciting technology.
