After initially launching its Broadcast Channels option to selected US creators back in February, Instagram’s now making the additional DM engagement option available to all users that have an active Creator account, as it looks to lean into the broader shift away from feed posts, and into more private discussions.

Meta chief Mark Zuckerberg announced the expansion on his own Instagram channel, which will enable more creators to share updates with a broader group of people via DMs in the app.

Channels isn’t a chat option as such, as members can’t directly contribute to the interaction. But it provides another way for creators to share relevant updates with their fans, via text, images and polls, all within IG Direct.

And now, Instagram’s testing out some additional Broadcast Chat tools to enhance the experience.

First off, Instagram’s adding question prompts, which will provide a way for chat members to actually contribute to the channel.

As you can see in this example, the new question prompts will be displayed via in-stream tiles, with responses from users highlighted in individual notes. Channel hosts can then choose to reply to an individual answer, adding direct interaction in-stream.

Which is a significant step, given that thus far, Broadcast Channels have been a wholly one-way experience.

Instagram’s also experimenting with new control tools, like setting a channel expiration date, and adding a moderator to assist in managing your messages.

Instagram’s also testing out a dedicated channels tab in your inbox, to both highlight the channels that you’ve joined, and recommend related ones, while it’s also trying out a new promotion option, by enabling chat members to share a preview link to Stories to highlight chat examples.

As noted, the option is another way for Instagram to lean into the shift towards more private messaging in the app, which is where more Instagram users are now engaging, as opposed to posting to Stories or the main feed.

Meta has identified this as a key area of focus, after a recent internal report showed that while time spent on Facebook and Instagram is on the rise overall, creation and engagement is declining, with fewer people posting personal updates than they have in the past.

Because people aren’t as interested in public posting as they once were, amid various fights, arguments, and other divisive elements, which have made people less interested in sharing their perspectives, and driven more of them to retreat to smaller circles of friends in private DM groups.

You’ve likely found this yourself – you’re probably sharing more to DM groups now than you have in the past, while re-sharing links on Facebook or Twitter has become less frequent.

That’s a key shift, and Meta is looking to ensure that it stays up with it, through various messaging initiatives, including Broadcast Chats.

But is broadcast messaging really what people want in their DMs?

We’ll find out, with all creators now getting the chance to start their own one-way chat.