Live broadcasts and videos cover 82 percent of Internet traffic today. That is why Instagram continuously finds new ways to enhance live broadcasts. These include allowing three co-hosts or guests, comment moderators, and turning audio and video on and off. Today, Instagram tests a new live producer for desktop.
The new live producer tool allows Instagrammers to broadcast in-app via a desktop PC via 3rd party streaming platforms. These include OBS, Streamlabs, and Streamyard. To start, a user needs to open a streaming software and input the stream key or URL of the live stream. It will allow a live broadcast directly on Instagram. Selecting “Practice” will never show a live stream on IG, but selecting “Public” will broadcast like a regular live video among followers. Users must end the live stream on IG before ending it on the streaming app.
Instagram tests a new live producer for desktop on 11 July 2022.
Implications to Marketers:
As Instagram tests a new live producer for desktop, it gives marketers more options to connect in real-time with their target audiences. Through live streams, Instagram brands can boost conversion and engagement.