How to do live broadcasts on Instagram

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Learning how to go live on Instagram has great benefits: it increases brand visibility, gives credibility to your content, and you'll generate greater awareness about what you do and the benefits of your product for your target audience. What are you waiting for? Find out once and for all how to effectively polish your strategy on this network!

Luis Herrera

Apr 20, 22 | 7 min read

Reading time: 6 minutes
Although Instagram is best known as a platform for sharing more beautiful physician database photographs, video is becoming an increasingly bigger part of the popular platform.

Having launched its Stories and IG Live in 2016, the platform (and its users) are embracing ephemeral, long-form video, so learning how to go live on Instagram is essential.

For this reason, if you want to generate a large number of leads online and boost your social media marketing strategy , it is essential that you know how to do live broadcasts on Instagram.

This is definitely a technique you'll want to follow – after all, videos encourage more comments than any other type of Instagram post, and larger accounts see twice as many comments on video posts than on images.

Additionally, posts of this type receive twice as much engagement as other types of posts.

Keep reading in this content, we will go through the key aspects before, during and after and thus, fully understand how to do live on Instagram successfully.

Continue reading!

Before going live
Let's start with some tips before the live:

Choose attractive Instagram Live themes
If you're going to speak directly to your audience via Instagram Live, you'll need a good reason to ask them to tune in. Despite the short shelf life of this type of content, it's essential to identify a goal for each time you go live.

Wondering what to do on Instagram Live? Here are some popular reasons to host one:

announce the launch of a product or collection;
explain how to use a product or service;
organize a Q&A session with your audience;
interview someone using the "add a friend" feature;
Take your audience behind the scenes of a workspace, event, or trip related to what your brand does;
give a summary of your latest content;
review a product or service that is relevant to your audience;
recommend your favorite tools to perform a certain task;
offer a tip or “trick” on how to overcome a common pain point for your target audience;
explain and react to a recent industry announcement;
behind the scenes images before going on stage at an event or conference;
And any other you can think of!

Whatever your reason for hosting your live stream, think about the desired action you want the buyer persona to take and remind them of it throughout the video. Identify what metrics you will use to track whether the live stream was successful or not.

Practice and prepare
One of the key aspects to highlight in how to go live on Instagram is that videos should not be overly scripted or rehearsed, but it is always a good idea to have a good plan.

Before you go live, create a loose script and go over and over what you want to convey both verbally and physically. Preparation will reduce the chances of making mistakes while you're alive; it's also good to have an idea of ​​the estimated length.

Once you've practiced your script a few times, take test videos and find areas to improve the audience experience. After doing this, ask yourself questions like:

Is the background distracting?
How does it sound, is there good audio?
Is the camera stable, or does it shake while I record?
Is the lighting correct, do I need a ring light to improve the quality?
Set the settings to save the IG Live automatically
Visit your Instagram Story settings by tapping the gear icon in the top left corner of the “stories” screen:

From this screen, you can enable (or disable) settings for:

add the video to the stories ;
allow users to share;
save the video;

All of these features can help increase the reach of your video.

From this screen, you can also choose to share the video with specific followers. This feature is great when you have exclusive content for a very specific target audience.

Promote the live stream in advance
Once you've decided on a date, time, and theme for your Instagram Live, let your followers know in advance.

This way, they can set aside time and make sure they tune in. Network stories are a great avenue for pre-stream promotion. It's also a good idea to use all the other platforms you manage to build excitement for the live stream.

Email can be helpful, especially if you include an “add to calendar” option for readers.

What to do during the live?
You already know all the preparations for how to go live on Instagram , it's time to get into action!

Set the title of the video
The audience will likely grow as the content progresses. You can give latecomers some context by setting the “title” of the live stream. To set a title, follow these instructions:

start IG live;
Navigate to the "pin comment" feature and then type the "title" in the comments section of the Live Feed.
tap the comment to pin it.
Reiterate the purpose of your video
Viewers will likely have already seen the livestream promo and scheduled their attendance in advance. Others will have simply stumbled upon the livestream – perhaps they’ve seen your content before and are curious about what you have to say.

Either way, one of the most effective IG Live tips is to reiterate what you'll be doing on the live stream:

the Instagram Live topics you will discuss;
the questions you will answer;
the problems you will be solving.
This reassures people that they are in the right place and gives them a reason to keep looking.

Check out who's watching your live stream
To see who's watching your live stream, tap the eye icon at the top of the screen. As you go live more frequently, you may start to recognize specific followers.

Continue to foster relationships with your most engaged viewers by speaking to them directly in the video, saying hello, or asking them a question.

Add a question tag
When you post the questions sticker on your Instagram story, people can tap on it in the story and type in a question to ask you.

You can then answer questions during a live Q&A session with followers.

This interactive feature is perfect for a live stream explaining the features of a product or service, or interviews.

Wait a minute! I've got some other content for you that you'll also need:

This is how the Instagram algorithm changed: It now benefits the most original content!
Instagram Bots: Do you know what they are and why you should know? We'll tell you!
Instagram Reels: Understand everything about them!
This is what you should do after the live
To successfully complete your Content Marketing strategy through this platform.

Share your video on your Instagram stories
To get the most “eyes” on your video, save it to stories so those who missed it can watch it over the next 24 hours. You can also create a feed that alerts followers to watch your video before it disappears.

Check your direct messages and keep track of who contacted you
If followers asked questions or made comments via direct messages during the live stream, it's important to respond to them immediately while keeping your brand top of mind.

Use these directs to keep the conversation one-on-one for as long as possible: ask for feedback and get to know them.

Use the Live Archive feature
Instagram's Live Archive feature lets you look at the last 30 days of live broadcasts and decide whether you want to share, save, or delete them:

Saving this content gives us the ability to share it on other platforms. It's also a good idea to play it back to see what you liked and what you didn't - this is valuable for making adjustments for future IG live streams.

Analyze video metrics
The last point is, of course, to analyze the metrics obtained from the Live and compare them with those you have developed prior to the broadcast; this way you will be able to evaluate the performance of the video.

If this is your first live stream, use these KPIs as a benchmark for future campaigns.

Live video, in particular, can drive more engagement, higher interaction, and ultimately better results. 58% of users are interested in a brand or product after seeing it on Instagram Live Stories , giving you the potential to drive your audience even further through the customer journey .