Live streaming and videos account for 82% of internet traffic today. Facebook and Instagram are the most common platform where such content is consumed. As such, “Reels” was launched on 12 November 2019. It’s a TikTok or short-form music video version of Instagram. It was initially launched in Brazil and rolled out to France, Germany, India, and 50 other countries. Reels had been a big push, yet, another significant update was rolled out by Instagram. Instagram Live now allows 3 guests.
Instagram Live usage has remarkably grown this year. In India alone, the growth was accounted for at 60%. The feature works side by side with Stories. It allows users to broadcast live videos. A Live icon will show on the account once the account user goes live on Instagram. Initially, a user can only add one guest when going Live. Today, Instagram allows adding 3 more Instagram users to join the live stream. As such, four people can now be seen together via Instagram live streaming. The new function aims to boost awareness and maximize the viewership of Instagram Live.
Instagram Live now allows 3 guests for users in India and Indonesia as of 02 December 2020. Hopefully, it will expand to other regions sooner.
Implications for Marketers:
Instagram Live is all about connecting and engaging with your audience in real-time. The new function of adding up to 3 guests on a live stream enables marketers to host a better live session. Having four participants in the live stream means a larger source of information and a wider audience. It empowers group live sessions which for brands means boosting discoverability and conversion.