How to engage with your audience using Instagram Live

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Live streaming is a really powerful medium to connect in real-time with people that might not otherwise have access to me or to a guest who I have on the show - Mitch Jackson


In this virtual environment, remaining connected to our audiences is crucial to maintain relationships, but also establish new ones. One of the best ways to stay connected is through live streaming. 


Live streaming is available through multiple platforms, Facebook, Instagram, and Youtube included. In this article, we will discuss how and why you should be using Instagram Live to engage your audiences.


WHY YOU SHOULD LIVESTREAM

Livestream.com and New York Magazine pulled together a survey to analyze how consumers use live video. Below are what audiences expect from live video:
  1. 80% would rather watch live video from a brand than read a blog
  2. 82% prefer live video from a brand to social posts
  3. 87% prefer to watch video online if it meant more behind-the-scenes content
This data is pulled from a 2016 survey. Can you imagine what the data would be like if taken in 2020 in the world of coronavirus? It is quite likely that those numbers would be higher. 

MY EXPERIENCE WITH INSTAGRAM LIVE: INTERN SPOTLIGHT

As a Field Manager for the Digital Summer Clinic, one of my tasks includes creating content that features the accomplishments of our interns. 

Using Instagram Live, I developed a biweekly series called "Intern Spotlight" that features an interview between myself and an intern. We discuss their experience in the clinic and what they are doing in their internship. 

This platform allows me to interview the intern in a casual manner that gives our audience behind-the-scenes information and candid content. The audience also can comment and ask questions during the live stream. All of this is jam-packed into an informative 10 minutes. 

MY RECOMMENDATIONS FOR INSTAGRAM LIVE

  1. Don't overproduce. If you want to engage your audience in a meaningful way, keep your live streams lighthearted and casual. 
  2. What type of content do you want to produce? Figure out what type of live streams suit your brand the best. Is it interviews? Takeovers? Showcasing or trying on products?
  3. Keep live streams to 10-15 minutes. Make sure you aren't on for too long so that your viewers stay logged on and engaged.
  4. Keep the live stream archived on your account. You can keep the live stream up on your story for 24 hours, post it on an IG highlight, and/or create an IG-TV series. 


Remember that livestreams aren't always perfectly produce content, but that is what makes them unique and engaging. It will take some time to figure out what works best for you and your brand, but in the end, the results are so worth it. 

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