Instagram’s Live Video Launch

Instagram launched live video streaming for all users in the US with version 10.2 this week. The update means now, much like Facebook Live, at the press of a button you can broadcast instantly. The fact that a live element has been introduced by Instagram might seem slightly at odds with the way the platform lends itself to carefully cultivated and – some might say – contrived content. Essentially, Facebook has extended a tool that was already at your disposal, which might not seem that exciting… but this has the potential to be a bit of a game changer for your brand. And here’s why…

The sheer volume of noise on Facebook, the constant stream of news and distractions such as messenger, all add an extra layer to get through which doesn’t exist on Instagram. Instagram audiences also have higher average engagement rates and, broadly speaking, whenever we run sentiment analysis they are a more positive bunch. What doesn’t work on Facebook, might be perfect for your Instagram audience.

If you’re not using Facebook Live currently, this change is unlikely to mean much to you, but it’s definitely one to keep an eye on as all the networks are pushing live in such a big way.