Broadcast Channels: How to Use This Channel to Strengthen Customer Relationships

Why Broadcast Channels matter?

Broadcast channels—like those on Instagram and WhatsApp—allow brands to reach their most loyal followers directly with updates, sneak peeks, and behind-the-scenes content. They provide a privileged line of communication with people who have chosen to follow the brand more closely.

Here’s why they’re becoming increasingly important:

• A behind-the-scenes space: Brands can use broadcast channels to share exclusive, behind-the-scenes content with a selected community, without “cluttering” the public feed. This comes with a level of personalization that reinforces a sense of exclusivity.
• Authentic, human storytelling: Broadcast channels offer a more direct, human, and—if aligned with brand identity—even informal tone of voice. The use of voice notes, spontaneous photos, or content showing the human side of the brand helps build a more personal emotional connection.
• A creative lab: Another advantage of broadcast channels is that they serve as a testing ground for new ideas, content, and audience reactions before a wider rollout. Whether it’s exclusive invites, capsule launches, or surprise projects, broadcast channels allow brands to test on a smaller target and gather feedback.
• Intimacy at scale: Broadcast channels allow brands to build direct relationships with a selected community, but also offer the ability to scale as more people subscribe. This balance of exclusivity and accessibility is what makes broadcast channels so appealing to engaged communities.

6 Best Practices for creating an effective Broadcast Channel

Like any communication channel, broadcast channels require strategy, consistency, and attention to detail. Here are six best practices to make the most of them—along with examples of brands using them successfully.

1. Create an exclusive and interactive experience

Users want content they can’t find elsewhere. Offering early previews, behind-the-scenes access, and interactive moments (like Q&As or polls) is a great way to keep the audience engaged.

Jacquemus, through its “Bonjour” channel, shares early previews of product carousels and imagery, fueling a sense of exclusivity among followers. It also engages users with humorous polls and, on special occasions, offers early access to events like La Loterie—a digital lottery through which users could buy exclusive items in advance.

2. Every message must offer real value
People subscribe to broadcast channels to receive relevant content. It’s crucial to avoid simply repurposing feed posts and instead deliver tailored, consistent, useful, or emotional messages.

Louis Vuitton, through LV Circle, shares curated content like messages from brand ambassadors or exclusive close-ups from fashion shows—fostering community value and brand prestige.

3. Be intentional about the type of content you share

Even though broadcast channels have their own narrative and aren’t just copies of the main feed, the content type must reflect the brand identity. This isn’t just about tone of voice—it’s also about format and substance.

Marc Jacobs and its channel “A KIKI” are a perfect example: it features editorial content, campaigns, and special projects. The channel becomes a window into the brand’s creative universe, maintaining a refined and consistent tone.

4. Choose and maintain your tone of voice

The tone of voice used in broadcast channels must align with the brand’s identity. Whether it’s serious, vibrant, sophisticated, or playful, consistency helps build a stronger connection with the audience.

Ralph Lauren, through “A Note from Ralph Lauren,” fills its channel with content rooted in heritage and craftsmanship—messages that deeply resonate with its follower base.

5. The first message is key

When launching a broadcast channel, the first message should be engaging, spark curiosity, and clearly hint at what subscribers can expect. This first touchpoint sets the tone and plays a crucial role in audience growth.

Off-White launched its IMAGINARY CHAT channel with a message as simple as it was intriguing: “typing…”. A minimalist choice loaded with meaning, it immediately generated anticipation and engagement. Since then, the channel has evolved into an exclusive space for product previews, virtual show invites, and pop-up store content—making followers feel part of an immersive, ever-evolving experience.

6. Set your publishing frequency and stick to it

Consistency is key, but it’s equally important to find the right posting rhythm. You don’t need to send messages daily—what matters is being present at key brand moments.

Channels like Hugo Boss‘s Boss Sphere maintain a steady yet strategic content rhythm, creating both anticipation and engagement.

Conclusions

Broadcast channels are a strategic asset for brands looking to strengthen relationships with their most loyal customers—especially in a world where attention is fragmented. Creating direct, valuable spaces for connection can make all the difference.