Have you ever found yourself falling into an Instagram rabbit hole – only to realize that you’ve been watching the same creator for longer than you expected? Instagram Live has gone from niche feature to one of the primary ways that users engage with their followers.
Whether it’s an influencer selling products for affiliate dollars or someone streaming a live event, Instagram Live has quickly become a must-have tool for any social media strategy.
But many brands and businesses avoid the Live feature – not sure of how exactly they should implement it in their own strategy.
It’s one thing to record and polish a scripted video or advertisement – but going live and interacting with a real-time audience can be paralyzing. Here’s the good news: it’s actually not hard to build a successful and engaged following with Instagram Live (if you know what you’re doing).
The best part of Instagram Live is that it’s that – live and often unscripted. The thrill of real-time engagement is what attracts viewers and creates that sense of community.
But who said going live has to be an improv act? The best brands using Instagram Live come to the screen with a strategy behind why there are there, and what they want to say on their live video.
You could be hosting an event, updating your audience on a product or service, or even just having fun with your followers – but building a small strategy can help you avoid the dreaded “dead air” and keep people watching.
People love it when the streamer engages with them – showing appreciate for their support or answering their questions. This interaction makes the audience feel part of the experience and keeps them engaged.
Here are a few ways you can engage with them:
Every good thing must come to an end – even a wildly successful Instagram Live. Knowing how to thread the needle between the perfect Live and a way-too-long one is key.
Think about other marketing strategies you’ve used in the past. You want to:
If you covered anything in particular that you deem repeatable, repeat it before you end the Live. People walk away with the last thing they heard – and you want your most important message to be the last one they hear.
But don’t just give them information – tell them what to do with it! Give a clear call to action (“Head over to our website and use promo code XYZ for 10% off!”) to encourage them to take immediate action.
Then put a nice bow on top with a simple thank you and invitation to come back next time. You’ll create a sense of community that viewers will relate too, and they’ll want to return for more. (Just make sure you actually go live again!)
Instagram Live can feel like a feature that only the elite influencers can harness – but any brand can use it to boost engagement and drive viewers to their website or social media channels. The key is to try it out and see how best to use it within your marketing strategy.
Give it a shot, and expirement with different Instagram Live ideas to see what stick – and start buidling your audience online today!