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The Influencers

Creating Content Audiences Want to Watch with Instagram’s Live Guest Feature

Live & Wired's Sian Hainsworth examines the potential impact of this exciting live video feature

Creating Content Audiences Want to Watch with Instagram’s Live Guest Feature

Instagram recently rolled out its live guest feature following testing over the summer. Instagram now allows users to pick anyone watching their live broadcast to join in. Once linked, the screen splits into two, so followers of either user will be able to see both onscreen in their combined live Story. The broadcast owner is given the power to add and remove guests throughout their live video. These split-screen live stories look different in Instagram's feed too, showing up as stacked circles on the Stories timeline.

But what does this exciting new feature mean for brands using live video?

As content creators, it is imperative that we are constantly looking ahead to the new ways we use platforms to reach our audiences. The moment that we become too comfortable with the way that we are doing this we become followers, not the leaders we need to be in order to cut through the abundance of branded content online.

To ensure we are leading the way ahead of our competitors it is important that we are at the front of the line, utilising new features in creative ways. With their live guest feature Instagram are pioneering a new form of live social interaction, enabling brands to get even closer to their audiences and create content that is more accessible, allowing them to physically pull their viewers into their videos. This takes audience engagement to a whole new level.

Live social video is unique as it empowers audiences by allowing them to control the content that they are consuming, but now they are able to do this not only with their comments but with their actual voices and facial expressions on-screen in front of the rest of the audience and we know that when audiences are transformed from spectators, to being part of the action, they become more invested in the content they are consuming. This can only mean Instagram’s new live guest feature is an important step in really reaching viewers and generating meaningful engagements.

Now, let’s watch to see which brands will really make an impact with this exciting live video feature? And who will secure the monopoly on it? 



Sian Hainsworth is Co-Founder and Head of Production at Live & Wired

Genre: Strategy/Insight