Since Instagram introduced stories back in 2016, the feature has been swept up by 400 million daily users. Instagram Live is a helpful element of this feature that definitely has some benefits! However, it perhaps isn’t being used as much as it should. Below we go into our 4 top reasons to use Instagram live as part of your Instagram marketing strategy.
Why do you need an Instagram marketing strategy?
Instagram has the highest engagement of any social media platform, but saturation has created big problems for post reach. This means that if you’re using Instagram as part of your social media strategy, you need to stay competitive. How do you stay competitive, we hear you ask? You stay up to date with its features!
You may be thinking that Instagram Live is just another passing ‘fad’ of a feature that will eventually die down. However, these statistics speak for themselves;
- 80% of audiences would rather watch a livestream than read a blog post
- 82% of audiences would rather watch a livestream than see a social media post
- 67% of audiences who watched a livestream bought a ticket to a similar event the next time it happened
Live videos are popular, and the trends show that they are here to stay. It’s important that your brand understands how to use Instagram Live and leverage it for your audience.
Ways to use Instagram Live
If you aren’t sure how to get started, here are a couple of tips: First, what strategy you use for Instagram Live depends on your company’s brand, what you want to share with your followers, and what you’re trying to sell or promote.
Set a broad goal of how you’d like your live video to turn out and go from there. We say “broad” because it’s live so you really won’t know what will happen!
- • If you are promoting a product or a service, why not use Instagram Live to demo your products or give a tutorial? This way, they can see everything in real time.
- • Are you having a limited time offer on something you’re currently promoting? Let your followers know (and create excitement!) by doing a live announcement.
- • Do a live Q&A so you can give immediate answers directly to people who have questions, which in turn could influence someone to make a quicker decision
Instagram Live increases visibility
Did you know, around 70% of posts on Instagram don’t get seen? That’s a lot of wasted effort, especially if you’re putting money into your strategy. Stories can help to tackle this issue by showing your content at the very top of your followers feeds. Instagram Live takes it a step further.
When you go live on Instagram, your stream is placed at the front of the storyline, which gives you an even better chance at gaining views. Instagram live streams are also highlighted in a purple circle, which increases interest and draws people in to watch.
Probably the best feature is that its push notification enabled. This means that anyone who has signed up will receive a notification every time you stream. This significantly increases awareness and develops your potential for better reach.
Instagram Live creates urgency
Live content creates a sense of urgency. This is maybe due to the fact that we experience other kinds of live events collectively, take a sports game or gig for example. Everyone, audience and team/band are experiencing the same thing at the same time. No one knows what is going to happen next, which creates a sense of heightened curiosity, almost like suspense.
When you apply this to Instagram live, people are more likely to stick around to see what happens next. It’s a good idea to tap into this when you’re coming up with ideas!
Your followers can also replay your Instagram Live stories for up to 24 hours after the original live stream. After that, it’s gone. So there is a real opportunity to miss out on something permanently.
Instagram Live boosts authenticity
Another reason people like live content is that it’s authentic. The fact that you’re showing people things in real-time makes it pretty difficult to fake things like quality, brand quality and personality. These are a handful of things that people using the platform value in brands they follow.
Instagram Live breaks down the barrier between you and your audience. It gives you an opportunity to have a real conversation and interact with a face-to-face experience that feels personal and genuine.
Instagram Live is great for engagement
Instagram stories generate more engagement than standard posts because they lead to a conversation. Users are more likely to DM (direct message) than ‘like’ which opens up a new way to connect. Perhaps more importantly, Instagram Live is a two-way interaction because you can respond to your viewers’ questions in real-time.
Another feature that makes Instagram Live more engaging is that its long-form. Regular Instagram stories can only be 60 seconds long, while Live streams can extend to a full hour. This gives you a lot more freedom to include content and decreases your chances of people dropping off. 1 in 3 people said they’ve become interested in a brand or a product after seeing it on an Instagram story.
Adding Instagram Live to your marketing strategy will show others that you’re willing to communicate in real-time, while also being genuine and transparent. You’ll be able to gain visibility on the platform, and you’ll gain people’s trust and loyalty along the way. Go live on your next big company-wide announcement … it’s worth it!
If you need a helping hand with your social media management, we are here to help. Our team has extensive knowledge when it comes to social media marketing, and we’re always keeping our clients up to date with the latest trends! Get in touch with us to see how we can help you.