"As such, Instagram Live has become more popular with creators who are using this Instagram feature to connect with their audience, streaming their thoughts and feelings directly to their audiences. We love this shift and are behind creators sharing more 'real' content of their lives during lockdown, and going forward. Take a look at some of the changes we've noticed and the ways that brands are getting involved."
"Across the board, Instagram Live usage has jumped by 70% last month. There are a few reasons for that: People want to feel connected Human Beings are fundamentally social creators; people are not designed to be in isolation, and most of us don't like it. By sharing our live-action, and watching other people's Lives, we feel connected and part of something."
Lockdowns forced influencers to create content from home, accelerating a shift toward authentic, raw material over polished posts and curated feeds. Creators are returning to home-shot, genuine content to build meaningful connections with their communities. Instagram Live usage jumped by 70% in one month as creators stream thoughts and feelings directly to audiences. Live broadcasts enable real-time interaction through comments, fostering a sense of connection and community. Audiences crave genuine, day-to-day glimpses of creators' lives instead of staged locations and product pushes. Brands are beginning to participate and adapt to livestream formats to engage consumers during and beyond lockdown.
Read at The Drum
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