Seemingly taking the most popular aspects of Periscope and Snapchat, the new Instagram Live Video feature combines anonymity with the ability to quickly share moments while in the moment. As the fastest growing social media network for certain demographics, Instagram faced criticism that it was not capitalizing on its relationship with 500 million active monthly users, which includes 48.8% of all business brands in the world (soon to be 70.7%).
However, professional Instagram users no longer have to go to a different platform or cross-apply social networks in order to pay homage to the ever-growing business video media craze. Here are a few vetted tips on how to use this new and exciting platform for business.
The New Disappearing Video
Perhaps the most interesting feature of the new Instagram Live Video feature is its ability to disappear the video immediately after the stream stops. Although someone will certainly come up with a way to capture these videos for pop culture purposes, the feature does hold some advantages for businesses.
Savvy companies are already using the disappearing video to present specialized offers to engaged customers who must opt into a single stream or sales pitch – coupons and giveaways can now be even more exclusive based upon a specific time trade as well as a geospatial relationship.
Top EDM musicians are already using the platform to broadcast exclusive DJ sets from their homes between concerts, asking for donations for access to the stream. This feature is sure to expand into other pop culture industries as well, as EDM tends to drive fashion and accessories for a large portion of the Instagram audience.
Social Influencers and Instagram Live Video
The market for the social media influencer just opened up its doors wide to more specialized niches and closer relationships with its audience. Live Video now gives even more value to hardcore first responders, giving social influencers the ability to create an exclusive club even within a sub-niche. Although this may seem like a teenage thing, exclusivity as a feature never really gets old. The travel industry, retail outlets and the PR industry have been known to use the same tactics to generate business for themselves, upselling and raising rates as their ability to generate interest in exclusive content became more prevalent.
The New Instagram Live Video Newsletter
Live Video may well become the new email newsletter as the conversion rates for traditional email newsletters waver ever so slightly down for the beauty and personal care, construction, consulting, PR and real estate industries. Although the viability of the traditional newsletter is hardly over, you never know how a now completely visual and truly exclusive platform might affect people’s perception of the email offer, which everyone seems to be getting and forgetting because of its relative ease of access. Disappearing video gives a new perspective into what “exclusive access” really means, and email may be on the chopping block as the bar gets raised.
Broadcasting Live Events
Direct on-demand broadcasting on Instagram is going to provide a great deal of convenience to many brands who previously had to use YouTube or Periscope in order to create a live event. Although the cross application of many of these social media platforms was not necessarily difficult, content creators often faced some leakage between platforms. The overlap between social media networks such as Twitter and Instagram are not necessarily as close as one might think, depending on the target market of the industry in question.
The industry of education has received an immediate boost. Online tutors from dance teachers to math professors are using the new live video feature to broadcast demonstrations and tutorials that might have otherwise been more difficult to point to on another social network. The video feeds come equipped with a comments section, so there is no downside to using Instagram as opposed to YouTube, and because of the more exclusive nature of Instagram, live events are less likely to be “trolled” and therefore much more conducive to a professional environment.
Question and Answer Sessions
One of the most popular forms of exclusive content for all industries is the Q&A session. Keeping a live video feed native has incredible advantages here, as many Q&A specialists coming from Instagram would often have to announce their feeds well in advance and go through a complicated question submittal process that involved Twitter or YouTube. This is no longer the case, as business owners and content creators that would prefer to remain completely on Instagram now have that option.
Breaking the Fourth Wall
Instagram video is also a great option for disseminating information that you do not necessarily want to go outside of a core audience. Behind-the-scenes looks at a business, backstage video at a music concert or sharing proprietary open source information to a software development team are just a few of the ways that Instagram Live Video helps to break down communication barriers between individuals in remote locations without opening up the floodgates to the wider population. In short, Instagram is winning the game with exclusivity, and if it adheres to this added value in the future, its live video feature will only increase its engagement with top brands around the world.
It will be interesting to see how other social media networks respond to this new and improved version of live video coming from Instagram, one with features that create the notion of exclusivity and privacy that every social networks hopes to cultivate. In this very competitive industry, this will most likely lead to new innovations that we can all celebrate as consumers and as business professionals.
Has your business started to leverage Instagram live video?