A source of experiential value
Posted: Tue Jan 28, 2025 10:16 am
We can already put forward a first reason which concerns the ease of access. Instagram Live allows users to follow people and be followed, but unlike Facebook, the "double meaning" is not required. In other words: you can follow someone, even if they do not follow you and vice versa.
In addition, Instagram Live streaming videos benefit from specific promotion: priority of content in the newsfeed, notifications concerning lives to users which must be deactivated separately.
In just a few clicks, the service allows you to connect to your favorite celebrity. The user will then feel like a "friend" who has access to the privacy of his idol, who will appear without makeup, in his living room, his kitchen, his gym or any other intimate place that one would not normally see.
This brings fans closer than ever to influencers and celebrities. This feeling of intimacy creates a special bond : users can exercise at the same time as a fitness star, follow their routine live, listen to their idol sing, cook at the same time as their favorite chef, ask questions and get a live answer, be part of a conversation between two or more celebrities, etc. They can therefore live a more personalized relationship and experience than ever before.
During the lockdown, the use of Instagram Live has indeed evolved. The service, which was mainly a communication channel for influencers, has gradually been used by artists or athletes to create moments of conviviality with their fans in particular. For example: tennis players Stan Wawrinka and Benoit Paire have started to organize virtual aperitifs .
Yoga class given live on Instagram Live on April 4. Philippe Lopez/AFP
At the same time, the nature of the content has bitcoin data evolved to adapt to needs and create daily routines for confined users : playing sports, getting away from it all, meditating, laughing, etc. On average, broadcast times have increased for an audience with more time in confinement.
This craze is unsurprisingly of interest to brands, who are seeking to take advantage of this success to further integrate influencers who appear on Instagram Live into their communications.
For example, in early April, the luxury house Chanel teamed up with the singer Angèle to organize a concert broadcast live on the social network.
This type of virtual event allows the brand to benefit from the proximity between its ambassadors and its commercial targets. Instagram Live thus becomes a lever to generate strong engagement, much more effective than simple photos , and to ultimately increase the perceived value of its products.
In addition, Instagram Live streaming videos benefit from specific promotion: priority of content in the newsfeed, notifications concerning lives to users which must be deactivated separately.
In just a few clicks, the service allows you to connect to your favorite celebrity. The user will then feel like a "friend" who has access to the privacy of his idol, who will appear without makeup, in his living room, his kitchen, his gym or any other intimate place that one would not normally see.
This brings fans closer than ever to influencers and celebrities. This feeling of intimacy creates a special bond : users can exercise at the same time as a fitness star, follow their routine live, listen to their idol sing, cook at the same time as their favorite chef, ask questions and get a live answer, be part of a conversation between two or more celebrities, etc. They can therefore live a more personalized relationship and experience than ever before.
During the lockdown, the use of Instagram Live has indeed evolved. The service, which was mainly a communication channel for influencers, has gradually been used by artists or athletes to create moments of conviviality with their fans in particular. For example: tennis players Stan Wawrinka and Benoit Paire have started to organize virtual aperitifs .
Yoga class given live on Instagram Live on April 4. Philippe Lopez/AFP
At the same time, the nature of the content has bitcoin data evolved to adapt to needs and create daily routines for confined users : playing sports, getting away from it all, meditating, laughing, etc. On average, broadcast times have increased for an audience with more time in confinement.
This craze is unsurprisingly of interest to brands, who are seeking to take advantage of this success to further integrate influencers who appear on Instagram Live into their communications.
For example, in early April, the luxury house Chanel teamed up with the singer Angèle to organize a concert broadcast live on the social network.
This type of virtual event allows the brand to benefit from the proximity between its ambassadors and its commercial targets. Instagram Live thus becomes a lever to generate strong engagement, much more effective than simple photos , and to ultimately increase the perceived value of its products.