Instagram channels, new channels of proximity between celebrities and fans

On Instagram, the discussion thread of content creator Léna Situations is already followed by 700,000 people. LOIC VENANCE / AFP

“ Ok, I just got home, I have to give you a little debrief of Roland-Garros“. A voice note of a few seconds and nearly 60,000 “likes”. The voice is none other than that of Lena Situations. On Instagram, the popular content creator and French entrepreneur is followed by nearly 4.2 million people. Fans who, since last Tuesday, interact with her on a discussion channel integrated into the social network.

This feature, similar to channels in the instant messaging application Telegram, was launched last February in the United States. Reserved for the most popular accounts, this device allows content creators to send messages, photos, videos or even voice notes. According to a statement published on February 16 Instagram, owned by the group Meta, thus intends to offer said creators the possibility to deepen the links with their subscribers“.

On her channel, entitled “between us”, the content creator tells anecdotes from her daily life. Instagram screenshot of Léna Situations

On Léna Situations’ account, the discussion thread is entitled “between us“. His subscribers can join him by clicking on the link available on the young woman’s Instagram account. She tells anecdotes from her daily life. On Saturday, for example, she posted photos of herself slathering sunscreen on her face while sitting in the stands. of Roland Garros.

In a series of messages, Léna Situations then takes the opportunity to tell about her first experience at the tennis tournament. “ I didn’t think people would keep taking pictures of us during the game you see“, she laughs in a voice note, as if speaking to a friend. And this sudden proximity seems to work: in one week, nearly 700,000 people started following this thread daily.

One-way exchanges

In France, other public figures have launched their “channel” such as the streamer successful Maghla. In her discussion thread, named “tea room”, she seeks the help of her community to choose her new coffee table and even launches a survey, in which more than 10,000 people quickly participate.

Also internationally, this novelty has already won over eclectic personalities. Like basketball player and rapper Flau’jae Johnson, actress Jennifer Lopez and Italian blogger Chiara Ferragni. The latter publishes recipes there almost every day, as well as short exclusive videos.

The Italian blogger Chiara Ferragni (29 million subscribers on Instagram), offers recipes or exclusive makeup tutorials. Screenshot of Chiara Ferragni’s Instagram account

However, the interaction is one-way. Indeed, only content creators have the possibility to write or share videos as well as photos on the feed. Subscribers are reduced to simply reacting with emojis like thumbs, hearts or little laughing faces.

Léna Situations herself recognizes the aspectmonologueof this new option. “ I still feel like a crazy person talking to myself“, she wrote last Tuesday. Whether Meta still seems to be testing this novelty, the “channelscould be gradually extended to the group’s other social networks, such as Facebook or Messenger.