Instagram Marketing: Broadcast Channels and Keywords Explained

Instagram continues to evolve, offering brands powerful ways to reach the right audience, deepen engagement, and build loyalty. In 2025, two features stand out as essential tools for small-to-medium businesses and marketers: Broadcast Channels and keyword-based discovery. Using these strategically ensures your content is seen, valued, and engaged with by both loyal followers and new audiences.

Broadcast Channels: Direct Access to Your Community

Instagram Broadcast Channels are one of the most underutilised tools for building community and loyalty. They let brands and creators communicate directly with their most engaged followers via one-way messaging delivered straight to DMs.

Why Broadcast Channels Work

• Direct connection: Messages land straight in subscribers’ inboxes, bypassing the feed algorithm.
• Multi-format content: Share text, images, videos, voice notes, polls, and prompts to engage users.
• Exclusive access: Subscribers feel like insiders, strengthening loyalty and engagement.

Brands and creators are already seeing the benefits of Broadcast Channels.

Clothing labels like Parke and Set Active use them to give followers a sneak peek at upcoming launches and exclusive previews, while skincare brand Cocokind asks their subscribers for feedback on products, making customers feel involved in the process. Photo apps like Tezza share quick tutorials and tips to help users get the most out of their tools. Even bigger brands, such as Netflix and Elite Daily, are creating niche channels to connect with specific groups within their audience.

How to Set Up a Broadcast Channel

1. Open Instagram DMs and tap the pencil icon in the top right corner.
2. Select Create Broadcast Channel, name it, and choose your audience (all followers or paid subscribers).
3. Share the invite link in Stories, posts, or your bio to start building your subscriber base.

Tips to Maximise Your Broadcast Channel

• Offer content exclusive to your channel.
• Post regular updates to keep subscribers engaged.
• Use polls, questions, and prompts to encourage interaction.
• Promote your channel via Stories, bio, and posts to increase discoverability.
• Experiment with collaborators or guest contributors to create dynamic content.
• Consider moderators if your audience grows large to help manage content.

Broadcast Channels are more than a messaging tool, they create a VIP space for your most dedicated followers, helping you build loyalty, collect feedback, and strengthen your brand community.

Keywords on Instagram

Hashtags are no longer the primary driver of reach. Instagram now prioritises keyword-based discovery, making keyword strategy essential for your brand. Keywords are the terms your audience types into Instagram or TikTok searches. They can be broad (e.g., “property management”) or specific (e.g., “Auckland rental inspections”).

How to Find the Right Keywords

TikTok Method:

• Search for topics related to your content or similar videos.
• Analyse top-performing videos and note repeated phrases in titles or on-screen text.
• Look at “Related Search Terms” for high-volume variations.

Instagram Method:

• Analyse 3 – 5 accounts in your niche and their top-performing Reels.
• Identify recurring phrases, captions, or on-screen text.
• Use these insights to build a keyword list for your content.

Best Practices for Keywords

• Keep it natural: Write captions and text as a human would speak.
• Provide value: Ensure keywords appear in context and answer audience questions.
• Strategic placement: Use keywords in captions, Reel titles, and on-screen text where relevant.

Example:

❌ Keyword-stuffed caption:
"Property management Auckland rentals apartments houses property maintenance tenant services commercial property listings property inspections maintenance reports residential property management."

✅ Optimised caption:
"Looking for a reliable property manager in Auckland? We help landlords find tenants, manage inspections, and keep properties in top condition so you can focus on what matters most."

Using keywords strategically helps your content get discovered while staying valuable and engaging.

Key Takeaways

In 2025, Instagram growth relies on community and discoverability:

• Broadcast Channels: Engage your most loyal followers directly, collect feedback, and share exclusive content.
• Keywords: Replace hashtags with search-friendly, contextually relevant terms to boost discoverability.

Together, these features give brands a comprehensive strategy for growth, helping you connect with audiences, build loyalty, and reach new users without relying solely on ad spend.

Take Action: Test Broadcast Channels, research keywords for your niche, and optimise your content to ensure your brand remains visible, relevant, and engaging.

If you’d like a hand building a strategy that makes the most of these Instagram features, grab a coffee with us and let’s have a chat about how to make it work for your brand.