Instagram has introduced a new functionality known as "Instagram Channels," which permits users to establish group chats based on specific subjects, individuals, brands, and more. This feature essentially operates as a broadcast-style group messaging system that allows for the inclusion of text, pictures, and polls inside Instagram Direct.

Once users join a channel, it will be added to their IG Direct chat list, where they can read and react to messages but cannot post themselves. This move is another way for Instagram to focus on private messaging in the app, as users are increasingly engaging in messaging instead of posting to Stories or the main feed.

Instagram's parent company, Meta, is looking to address the trend of declining creation and engagement on its platforms, and Instagram Channels could help creators and brands engage with their audience more organically. The feature is being rolled out to selected users on Instagram and will soon be expanded to Facebook and Messenger. This could be a valuable consideration for brands looking to build their community and engage with their audience in a new way.