Why community-building is key to creator success today
Instagram is exhausting,” says the spoken word artist from Mumbai, who has half a million followers on the social media app.
“Skip posting a Reel for three days, and you are forgotten. Channels have reduced my fear of losing followers,” she adds. Sangtani, 24, runs three channels catering to women with 5,000-15,000 members, each focused on different topics: motivation, polycystic ovarian syndrome (PCOS) support and finding love.
In February 2023, Instagram introduced broadcast channels to let creators send audio-visual content and textual updates as messages to followers who choose to join those channels. Instead of battling the algorithm or getting lost in the feed simply due to the surfeit of content, channels make sure a creator’s core audience sees their posts directly in their messages tab.
“These channels foster deeper connections with a smaller but loyal audience and let creators tackle niche topics without losing broader appeal,” says Sangtani, who also runs a travel company. “When I talked about PCOS on my main account, I would lose followers who couldn’t relate. However, on the PCOS channel, members and I have unfiltered interactions.”
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