Notes on broadcast messaging as a distribution channel
I write about how broadcast messaging behaves when you use it to distribute something: what it does well, what it does badly, and what can genuinely be measured. Everything I state here I either cite from official documentation or mark as opinion. No smoke, and no promises of results.
Articles
Five entries-
Why broadcast messaging works as a distribution channel
In a feed you compete for reach against everyone. In a channel, the message reaches the people who already chose you. That difference changes how you plan everything else — including what you can realistically expect.
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Sponsored messages: how the official ad platform works
The official ad platform has a rule that catches almost everyone out the first time: the ad's button cannot point at your website. Understanding why changes how you plan a campaign entirely.
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Channel, group or bot: which to use for what
Three formats that have little in common and are constantly confused. The wrong choice is not fixed later with effort: it is fixed by starting again.
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How to actually measure what happens in a channel
The platform shows you less than you think. These are the two native techniques that do work for attributing source, and the honest list of what you will never be able to see.
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Good practice: advertising honestly
This is not a sermon. It is the list of things that cost you money if you get them wrong: subscribers who leave, ads that are not approved, and advertising accounts that get restricted.
What I consult
External linksI would rather cite a source than summarise it badly. In resources you will find the list of what I read: the platform's official documentation, the two third-party analytics tools I use to size up public channels, and Meta's advertising policies. Each one comes with a line explaining what is inside.