How to Engage with Followers Through Instagram Lives 

Social media communities create a sense of community, belonging, and support. Instagram has allowed brands to foster authentic online relationships with followers and customers. 

The array of content options diversifies what consumers see, and connect with. One of these is Instagram Lives, a video broadcast for private or public audiences. 

Live sessions are unique because viewers can directly interact with the host, creating a more intimate connection. Brands and creators can gather important feedback and opinions from live videos, to continue delivering valuable content. 

What are Instagram Live Videos? 

Launched in 2016, Instagram Live brought live broadcast videos to the app. Lives allow accounts to create up to 4-hour live sessions, publicly or privately. When someone you follow goes live, their profile will appear in the Stories timeline, labeled, “LIVE”. 

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Benefits of Instagram Live Videos 

Why should a brand, social media manager, or creator consider going live on Instagram? While this isn’t the most commonly used Instagram format, it offers a unique environment for followers to directly interact with brands or creators.

• Creates a more intimate environment: Lives offers a live chat box, allowing viewers to leave questions, comments, and reactions. Hosts can access this chat to drive conversations, answer questions, and interact with specific users. 

• Provokes user engagement: Active chat boxes allow users to communicate live, boosting engagement and interaction. 

• Provides user feedback and insights: The messaging feature allows users to leave questions, comments, and concerns for the host to review in real-time or afterward, if they missed any messages, providing feedback for hosts.

• Share authentic conversations: This format allows for more authentic conversations, without relying on editing or clip omission, making conversations more real and personable. 

• Monetize content with Badgres: Viewers can show creator support by buying and sending Badges, $0.99, $1.99, and $4.99 increments. 

• Share the replay: After the live broadcast has ended, share the replay with followers or access this in your “Live Archive”. 

Adding this content to your Instagram strategy can foster online connections and offer unique interactions with viewers. 

Instagram Live Tutorial 

You can go live on Instagram in two ways: directly through the app or from a third-party streaming software. The easiest way is via the app, so let’s start with that. 

How to go live on Instagram from a phone

To go live on Instagram from a phone, log into your Instagram account and head to your profile page. Click Create (+) and select Live. On the left-hand side you can see multiple options: Add a Live title, schedule your video, and select a nonprofit. 

• Add a title: This option allows you to name your live video and add brand partners. 

• Schedule a Live: If you want to schedule a live for a future date, or access your scheduled live broadcasts, click this option. 

• Select a nonprofit: Lastly, if your brand wants to support a nonprofit, browse through popular nonprofits. Note that to access fundraising tools, you must go to Nonprofit Manager. 

Tap at the bottom of the screen to go live. The number of viewers appears at the top of the screen, and viewers can leave comments at the bottom of the screen. Click Pin comment to feature specific comments at the top of the comment section. 

When you’re ready to end the Live, click the X in the top right corner and tap End Now. Then, you can select Share to share it to your profile or download the video from Live Archive. 

The app’s native live broadcast feature is not available on a PC, so follow the steps below to go live from a PC. 

Go live on Instagram from a PC

Softwares like Streamyard, Restream, and Streamlabs allow brands and creators to go live on their PC when plugging into Instagram Live Producer, via a stream key. While using a third-party tool can allow for higher-quality video and audio content, however, it is more work. 

Once selecting your streaming software, locate the URL stream and stream key. These two elements will allow you to connect the streaming service to Instagram Live. 

Then, head to instagram.com and find the (+) button and select Live video. You will be prompted to add a video title and select your audience, between Public, Practice, or Close friends. 

Click Next, and add your stream URL and stream key into the corresponding boxes. Once adding these, preview your video on the left-hand side. Instagram states that once previewing the broadcast, your account has up to 5 hours to go live. 

After the streaming software connects, select Go Live in the top right corner to start your broadcast. End your live video the same way you would on the app, by clicking End live video.

Instagram suggests ending the Instagram Live Producer stream before the streaming service recording, to end the video smoothly. 

Tips to Manage an Instagram Live Broadcast 

While going live on Instagram can seem simple, being on camera isn’t everyone’s cup of tea. With floods of comments coming in, knowing your followers are watching you, and there is no editing involved, there are high risks at stake. 

However, the more you control, the more confident you become in creating live videos. 

Manage and filter comments when needed 

We know that Internet trolls and some users can leave nasty comments on online content. While this could distract you, don’t let it deter you. Thankfully, Instagram allows video hosts to disable comments or add keyword filters, in case viewers comment on sensitive or harmful content. 

To turn off comments, click at the bottom and click Turn off commenting. Hosts can also report comments, which will flag the comment for inappropriate behavior. 

Create segments to keep the audience engaged

If you’re a novice in Instagram live videos, creating segments or a video structure can help your videos go smoothly and keep viewers engaged. Consider adding video “segments”, meaning topics, information, or ideas you will follow. 

At the beginning of the video, consider sharing this structure with your audience to let them know what to expect. Alternatively, in times when you feel stuck, refer to this structure to pivot and keep the flow of your video. 

Schedule your Live in advance to create hype

Instagram offers a scheduling feature for a reason: going live in the moment isn’t feasible or attractive for everyone. Plus, this doesn’t guarantee you will have a large audience. Scheduling and promoting your live video in advance can reach, excite, and encourage users to join. 

We recommend scheduling social media content in tandem with promoting your live video to add extra hype. 

Feature other creators or brands in the live video 

Instagram allows creators and hosts to invite brands or other Instagram users to join their live videos. Once inside the live, tap and find requests, or search by username at the top. You can also click to invite followers to your live. Click Send Request and if the guest accepts the invitation, they will appear in the video frame. 

Inviting guests adds another element of surprise and interaction with your Live videos, favoring naturally flowing conversations. 

Add visual elements, stickers, and filters to spice up the broadcast

When scheduling your Live in advance, you also have the advantage of using Stories to post a question sticker, asking your audience what they would like to see in the broadcast. Looping back to segments, Q&A’s are perfect sections to include in your live videos. 

Another way to spice up your broadcast is by adding effects to your live video. Some of these effects can make for a more “aesthetic” video, while others can be used for a humorous vibe. Before going live, browse through the various filters to see if they fit your brand’s identity and tone. 

While live, Instagram allows hosts to share external images on the broadcast, which can add more context to a story, serve as an example, or promote products/services. When used strategically, adding visual elements can be an Instagram live game-changer. 

Instagram Live is a unique content format on the platform, allowing brands and creators to create long-form video content. This content is also shareable and savable, meaning brands can capitalize on this to repurpose content across multiple platforms. 

Anniston Ward , 26 August 2024