Threads Is Adding 'Live Chats,' a Broadcast Channel Feature for Creator Audiences
Threads chief Connor Hayes announced at Coachella that the platform is adding Live Chats, a broadcast-channel feature where creators send messages directly to followers who have opted in. Hayes said the feature would be available in the app within the next few weeks. The feature works similarly to Instagram's Broadcast Channels and competes with Twitter/X's broadcast tools. Meta Edits, the standalone video editing app, also announced improved captions and better effects customization at its one-year anniversary event.
THE BREAKDOWN
Broadcast channels have become one of the most reliable tools for creators to maintain audience intimacy without depending on the feed algorithm. Adding this to Threads gives talent another platform to build a direct subscriber list, reducing single-platform dependence. For brand managers, Live Chats are a natural fit for exclusive product drops, early access announcements, and direct-response activations with high-affinity fans. Reps negotiating brand deals should push for Threads Live Chats as an add-on deliverable, especially for campaigns already active on Instagram.
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