Instagram took another shot at their competitors last week, with the rollout of being able to add a guest to your Instagram Live broadcast. Live streaming is a major frontier and the ability to do so with a partner is very intriguing for both people and brands alike.
You can read about the product and watch the video put out by Instagram to visually showcase the concept here. What we like about it, is that it is super simple to execute and gives users another reason to stay and tinker around in an ecosystem they already know, rather than getting bored and poking around elsewhere. Instagram has proven to be a master of that move.
From a brand POV, you can strike up a dialogue with a fan/customer OR bring in an expert to hammer home a USP of your product or service. i.e.
Have a healthy CPG product? Bring in a dietician to discuss the positive attributes of the ingredients in a conversation with you.
Are you an apparel brand? Bring in a designer to discuss the cut, fit or general reasoning behind a design to help educate a consumer through some back and forth with your marketing team.
Working with an influencer? Perhaps bring in two at once, to offer their perspectives on a “shared with” broadcast and get a dialogue going rather than just a monologue promoting your product. A conversation brings much more depth to that positioning and was a big reason for Twitter Party success back in the day (and still we would argue)!
Users in all age brackets are spending more time on Instagram than Snapchat these days and 25% of that time is spent “above the feed” in Stories and Live broadcasts. Social networks are a competitive landscape, so it is important to experiment and to try and be an early adopter of new tools such as this. If you are a brand looking to market your wares, then you need to join the fray!