This is the most comprehensive guide to understanding how to leverage Instagram Live to grow your page and business.
So if you want to:
- Understand best practices to keep in mind before, during, and after your IG Live
- Get a headstart with a IG Live ideas to kick things off
- Figure out how to repurpose and promote your IG Live content
- Learn how IG Live can help your business grow
You’ve come to the right place, and you’re going to love this guide!
Here’s what we’ll cover:
(1) What is Instagram Live?
(2) How to Go Live on Instagram — A Step-by-Step Guide
(3) 9 Best Practices for Businesses Using Instagram Live
(4) 5 IG Live Ideas to Get you Started
(5) How to Promote your Instagram Live Content [Pre-Livestream]
(6) BONUS: How to Repurpose your Instagram Live Content [Post-Livestream]
Let’s dive right in.
(1) What is Instagram Live?
Instagram Live is a feature within Instagram Stories that lets you broadcast videos to your followers live, or in real-time. It launched back in August 2020 and has gained immense popularity across the world since.
You can go live for 60 mins, and the platform notifies your users immediately every time you go live, bumping your story right up there at the top of your followers’ feed.
Here are two ways in which IG Live can help your business grow in 2022:
(a) Lets you Connect Directly with your Users in Real-Time
Instagram Live is the perfect platform to do this because you can connect with your Instagram viewers one-on-one and interact with them in real-time.
In case they have any questions or concerns, you can take those up on the spot; this can build customer retention, convert existing followers into customers, and increase followers by attracting new ones.
Check out how Barry’s, an Australian fitness studio, uses Instagram Live to hold live workout classes:
This is far more engaging than viewers watching pre-recorded sessions, and Barry's can also keep track of the number of viewers who are tuning in as well as understand their reactions and feedback to the sessions through comments and emoji reactions.
(b) Lets you Tap into Guests’ Social Networks
Instagram Live is excellent for its collaborative possibilities, too.
Inviting an industry expert or special guest to be on your IG Live can attract an entirely new segment of followers and potential customers to your page.
This session by The Body Shop with actor-activist Jameela Jamil does just that.
Ready to go live on Instagram?
(2) How to Go Live on Instagram — A Step-by-Step Guide
Here’s our step-by-step breakdown of how you can set up your first Instagram Live.
Step 1: Open the Instagram app and click on the ‘+’ icon at the top left of the screen.
Step 2: Swipe left until you see the ‘Live’ option selected. You’d then see the screen below.
You will also be able to enter a title for your Livestream using horizontal lines on the left side.
Step 3: going live
Once you click the round icon at the bottom of the screen, Instagram will check your connection and your live stream will begin!
You’ll know you’re streaming when a small red box with ‘Live’ on it appears at the top right side of the screen, and a message flashes on your screen that says ‘You are now live!’
Let’s also take a moment to go through each of the icons that appear on the top right corner.
Tapping the topmost ‘X’ icon will end your session. Don’t worry if you hit this by accident during your live stream, though, because Instagram will ask you for additional confirmation before pulling the plug.
Like this:
Below that is a mic icon. Tapping on this will help you toggle your audio on and off. Same goes for the video camera icon right below that, except that it’s for video.
Below that, you’ve got the icon that lets you toggle between your primary camera and secondary camera, depending on what you want to show.
The final icon — right at the bottom — represented by sparkles will bring up your saved filters, which you can pop on during the session as well.
Once you select the icon, the filters will appear as icons on the bottom of the screen under the comments box.
Give it about a minute or two for more and more people to start trickling in. Until then, be sure to keep welcoming the attendees as they join.
And just like that, you’ve started your first Instagram Live!
At the bottom of the screen, you’ll see a vertical stream of comments and likes (in the form of hearts) from followers, as well as the usernames of new users who have joined. Here’s how to hide comments on Instagram live — you can disable them with just a simple tap on the screen.
Step 4: Going live with one or more people
Further down, you can also spot an array of icons next to the comment box.
So the first icon that looks like a camera with a plus sign in the middle — this is the one to select when you want to go live with another user. This will also notify their followers that they are a part of your Instagram Live, and they’ll all be able to view your joint session.
It’s pretty straightforward — you can type in the user’s name in the search bar and hit invite them to join you.
In early 2021, Instagram rolled out its Live Rooms feature, which allows you to go live with upto three guests, two more than the original limit of one guest. You know what this means — an even larger pool of potential new customers that could be introduced to your business.
Once you click on the video camera icon, a dropdown menu will pop up, from where you can add other guests. You can also type out their names, and send them an invite.
Step 5: How to Take Viewers’ Questions
Tapping on the middle icon, represented by a speech bubble with a question mark, allows you to view any questions your viewers may have sent for you.
Once you open that up, it should look something like this.
You also have the option to tap on the question to show it to the rest of your viewers as well.
Step 6: How to DM your IG Livestream
Do you want to share your Instagram Live stream with a friend? No sweat.
On your far right, you’ll find an icon that looks like a paper airplane. If you’re well-versed with Instagram, you’ll know this is the direct message icon.
You can directly message a link to the live session to any Instagram user you’d like. Once you tap the icon, you’ll be shown another menu where you can select the user.
All you have to do is select their Instagram handle, and tap the ‘Send’ button at the bottom and they will instantly receive a link to your Instagram Live.
We’ve pretty much covered the fundamentals of how to go live on Instagram at this point, but it’s good to know a few other handy tricks to run your IG Live smoothly.
Step 7: How to Moderate Comments in IG Live
Comments are at the heart of Instagram Live. They make it fun, interactive, and a democratic space. But you never know what can happen on live streams, and if you’re worried about trolls or someone spamming your comments section with inappropriate language, there’s a quick fix for that.
Head on over to your Instagram settings, represented by the gear icon on your profile. Next, tap Privacy and then Comments.
Turn on the toggle button for the Hide Inappropriate Comments option. You can also filter out specific keywords here using the Manual Filter option.
The setting will apply across your posts, stories, reels, and live videos.
Step 8: How to Share your IG Live Stream
So far we’ve walked you through setting up an Instagram Live, adding guests, and moderating comments. Once the session is wrapped up, there’s a few options you have.
First off, you’ll be presented with an end screen that looks like this.
At the bottom, you’ll see a Share to IGTV option, which allows the session to live on your page for the long term.
We also recommend saving the session by hitting the download icon. Remember — this is the only time you can download Instagram Live videos, so don’t miss out on this crucial step.
The actual Livestream may be a one-time event, but there’s so much content in there that you can repurpose it in different ways. More on this later.
(3) 9 Best Practices for Businesses Using Instagram Live
Here’s our rundown of the top 9 things that are key to a successful Instagram Live broadcast.
(a) Ensure you Have Clarity on Why You’re Hosting an IG Live
First off, figure out your rationale for hosting the session and what you hope to achieve.
Even if you’re thinking of a more casual chat-type session to test the waters, you must answer these two questions in the very initial stages of planning your Livestream.
- How am I adding value to the customer’s life through this Livestream?
- What action do I want viewers to take after they’ve watched it?
Zero in on your goals, and stick to taking steps towards achieving them throughout the whole process.
(b) Promote your IG Live So Followers Can Join In
When you schedule an Instagram Live and tell your audience about it in advance, those interested will make it a point to join in and many may even share it with their friends.
Check out how this chef put the word out about her Instagram Live with a feed post one day before the live stream:
She outlined what she was going to be showing users, highlighted when they should come online, and ended with a call-to-action. Nicely done.
Let’s put a pin in this for now, but we’re going to be circling back and delving deep into how to promote your IG Live later on in this article.
(c) Script your IG Live
A great way to tackle stage fright is by scripting as much as possible.
This may seem like it defeats the purpose of a live broadcast. But it’ll really come in handy for the first few sessions because you can’t expect your followers to start commenting and asking questions right off the bat.
In order to build rapport and encourage them to come forward, you’ll have to do most of the talking to start with. Not only will a solid script give your broadcast a structure, it will also come in handy in case of any potential mess-ups.
Practise your delivery and read your script aloud to ensure the tone is friendly, conversational, and suited to your audience.
Remember — if there’s something that really didn’t work, you always have the option of deleting the session once it’s over, and making another attempt.
(d) Have Good Lighting Conditions
If you don’t want to immediately invest in a ring light — simply place yourself near a window such that the natural light falls on your face and body.
Do not sit in front of the window; this will lead to a very intense backlight that won’t make for a pleasant viewing experience. For instance, this would be a great spot to go live:
(e) Run a Tech Check
Ensure all the tech stuff is good to go. Your device should be linked to a stable internet connection with good speed, to avoid lags or glitches.
Most importantly: make sure you set up beforehand.
It should be a well-lit area with comfortable seating, a plain background, and charging ports, in case the session runs longer than expected.
(f) Engage your Viewers with Shoutouts & Call-to-Actions
The whole point of going Live is to have real-time interaction with your audience. So encourage them to engage with you during your Instagram Live with gestures like greeting those who join in early and asking about or after them, reading out interesting comments, and answering questions by addressing the viewer by their first name.
Once you’ve got a few sessions under your belt, you could even give them shout-outs and thank them for coming back for each subsequent Live session.
(g) Pin Great Comments To The Top Of The Chart
As you’re going on with your Livestream, make sure to keep a close eye on what’s going on in the comments, and acknowledge any questions or concerns from your viewers.
Remember — this is all happening in real-time, so be mentally prepared to improvise.
If a viewer has left a great comment or has asked an engaging question that may start a conversation and increase interaction with others on the live video — don’t forget to pin it. Here’s how to pin a comment on Instagram Live:
Since a pinned comment becomes the first one people see and read, you can also pin your own comment giving your audience information about the live, redirecting them to links, or giving them cues to interact with you.
(h) End your IG Live with a Call-to-Action
When people join your live it is usually to see what you’re up to or learn something from you — this means that they are invested in you and your content.
You must use this opportunity to redirect them by giving them a call to action. You can ask them to sign up for your weekly newsletter, follow you on Instagram for daily updates, sign up for your course or buy a product you recommend or sell.
Keep it simple. See how Bon Appetit Mag does it:
See? “Donate, donate!” And they’re good to go.
(i) Download and Save the Livestream
The first order of business is to save the session right from the end screen as an IGTV so you can preserve it on your page.
Now that we’ve covered all the fundamentals, let’s get to the fun part — finding inspiration for the structure of your broadcast.
(4) 5 IG Live Ideas to Get you Started
If you’re feeling stuck or want to try something unique, here are 5 Instagram Live ideas to get your creative juices flowing.
(a) Industry Lowdown
You could use your session for a round of Q&A and answer your viewers’ burning questions to do with your industry.
Here’s how entrepreneur Gary Vay-Ner-Chuck does it:
Alternatively, you could discuss new developments in your industry, host workshops and live webinars to decode specific issues, especially if you’re in a very technical or complex industry.
(b) Behind-the-Scenes Video
A Livestream can be a great way to take your audience behind the scenes, and show them the realities of how processes unfold in your business. Depicting the ins and outs of your brand makes it easier for followers to identify with your brand, a key aspect in the digital marketing world today.
For example, viewers had the chance to visit the set of the TV show Brooklyn Nine-Nine in this Instagram live video through a virtual tour:
(c) Product Launches or Demos
These are classic formats that can help you drum up some hype as a product launch approaches.
But IG Live is just as great to show off your product in action. 84% of people have been convinced to buy a product or service by watching a brand’s video, according to a Wyzowl report.
For example, here’s Trophy Skin showing its followers their beauty tools in action:
Similarly, Ben West (founder of Spark Grills) hosted a product demo of his company’s grill via a virtual cookout and chat.
Viewers had the chance to ask questions during the session, really getting their money’s worth. Notice that the Livestream wasn’t just about spotlighting the grill. There were other items also on the agenda, including the Q/A and his insight on consumer behavior in the pandemic.
(d) Flash Sales
Taking the previous step further, you could hold a special flash sale in case you have extra inventory that needs to be sold off quickly. Your followers can use the comments to book certain items before purchasing.
For instance, designer Everything Dawn is giving away a free item — a cupcake candle — to attract more attendees:
Don’t miss out on this video by Riskit Design, either, where she shows you how she conducts flash sales over Instagram Live:
(e) Weekly Segment
You could also host a recurring session with your followers at fixed intervals, such as on a weekly basis. This will let your followers know that they can look forward to a new broadcast from you on the regular.
Business strategist Jasmine Star, for instance, does a weekly segment where her followers (mostly business owners) can ask questions to do with how to market their business and build a brand, and she answers them:
Remember how we talked about leveraging the power of guests earlier? You can try out any of the formats above with a special guest, and this will only enhance the quality of your session and pull in an even bigger viewership.
Now that we’ve taken you through IG Live ideas to get started, let’s get into the details of how you can repurpose your IG Live content.
(5) How to Promote your Instagram Live Content [Pre-Livestream]
Basically, you’re going to be running a mini-campaign for your IG Live and promoting it in various clips of varying lengths and formats.
Having a steady stream of promotions for the session on your Stories and profile will ensure that your audiences are prepared for what’s to come, and it’ll give them enough time to pencil in your Instagram Live session into their schedule.
Here are a few ways to promote your IG Live pre-Livestream:
- When you’re posting about the live session on your Stories, you can use the interactive question sticker for the promotion leading up to your IG Live to help boost your engagement.
Just like how Women’s Health UK did:
- You could also include a poll, giving you the opportunity to take that information and use it tactically to create content around the subjects your followers want to see.
Like the one below, for instance:
You could also put up an Instagram Story like this, and have them pick between two options:
- A great way to promote your live session is with video teasers across multiple platforms like Instagram, Facebook, Twitter, and YouTube, made with a simple video editor like InVideo.
A teaser is a tried and tested mechanism that never fails to capture your viewer’s attention.
Here’s how we made a short lead-up video to the longer video we had uploaded:
You have access to hundreds of free-to-use InVideo templates to choose from, plus you can sift through based on aspect ratio. So you can easily create teasers to suit the dimensions you need, in a matter of minutes flat.
Here’s a glimpse into a couple of nifty templates for a live video promo:
- Another way to garner some attention for your Instagram Live is to leverage your guests’ followers.
Simple — just coordinate with your IG Live guests so that when you put out the promo in your Instagram Story or feed post, you tag them in it, and they reshare it. This way, you are simultaneously reaching out to all the followers of both your accounts.
This is how Instagram themselves leveraged this strategy when they first announced Live Rooms on the platform:
So that’s all about how to promote your IG Live session before the actual Livestream. The promotions can carry on even after the Livestream is over, though.
Here’s how.
(6) BONUS: How to Repurpose your IG Live Content [Post-Livestream]
The simplest way to repurpose would be to share your Instagram Live in its current form across all your social and marketing channels. This includes platforms like Facebook and YouTube, as well as embeds in blog posts, newsletters, and mailers.
But if you’d really like to get your money’s worth, we’d recommend divvying up your full livestream into snackable formats that are short and sweet, engaging, and high on value for the viewer. These snackable videos should ideally be between a minute to two minutes long.
We’ve put together a few ideas and tips for you:
- A very convenient idea for a snackable video is to pick an important quote and make a small snippet around it. InVideo has 90+ ready-to-use quotes templates for you to choose from, for exactly this purpose.
At InVideo, we shot a live video with Kim Garst and we turned one of her quotes into a snackable video for our Instagram:
- You can pick up an interesting insight from your main content and post a short video around it to generate conversation.
We took out some great snippets from a live stream we’d conducted and turned them into snackable videos that give small doses of information — giving people a peek into what the live discussion was like.
- You can also go for bite-sized explainers which break down what the main video is about in not more than 10-15 seconds. Like this:
See what we did there? This explainer video that quickly summarises one of the discussions we had on a live stream.
It gives our audience quick and actionable insights, plus it catches their attention and nudges them to watch the full episode if they’re interested in delving deeper.
- Turn the Livestream content into a podcast and distribute it across audio platforms.
Every leading media publication is now venturing into podcasts where they take their major video stories and turn them into interesting podcasts. For example, leading publication Vox runs The Weeds Podcast on politics and policy, where they discuss topics that they have covered throughout the week in print and digital media.
- You could also create an entire series out of a single Instagram Live, if it involved giving advice to your Insta viewers or answering their questions.
Each tip or actionable piece of advice can be its own video, and you can direct them to go back to the Livestream for the full lowdown or more such tips, like in the example below.
This also works really well if you have an expert or other voice from your industry or field at your session.
- Say you had a customer join you during your live chat, and they gave a glowing review of your business.
Go ahead and pull this bit out and put it on your socials as a video testimonial. Make sure to add their details and use key descriptors they may have used to highlight the words they associate with your product or service.
(6) Conclusion
Now that you know how to go live on Instagram and have got all these tools and tips in your arsenal, go ahead and host a super-engaging Instagram Live!
It’s important to plan thoughtfully, not get too much into your own head, and have fun! Don’t be afraid to try out new things, and learn from each session to make the next ones even better.
And if you want to learn more insights on how you can create PRO level lifestreams for your social media marketing, check out our blog on Facebook Live Like a Pro: The Complete Guide next.
We’d love for you to bring in your questions and feedback to us, so hop over to the InVideo community and continue the discussion with 25K other marketers and video creators just like you.
(7) FAQS
How to Find IG Live Videos
When a user you’re following is going live on Instagram, their icon will appear at the top of your Feed with a ring around it and the word ‘Live’.
If they’re live with other users, a +1 or +2 will appear next to their username. All you need to do is tap on the icon to start watching.
Congratulations! You now know how to watch Instagram Live videos.
How to Add Face Filters in IG Live
If you’d like to add a filter to elevate your visuals, or simply add a funky touch to your Livestream, Instagram also lets you add a filter. You can look through the available filters by clicking on the sparkle icon on the top right.
Once you’ve done that, a number of icons will pop up on the bottom of the screen representing the different filters. You can scroll these by swiping left and right and change the filter with the click of a button.
If you decide you’d rather not use a filter, you can always remove it by clicking on the left-most grey icon.
