Are you watching Instagram Live?

Written by Ashika Chauhan, Digital Creative Director. Illustrated by Jake Ward, Designer. 

Whilst the likes of Netflix can provide us with content that’s a great escape, live content has the unique quality of uniting us in a shared and interactive watching experience – alongside other people who are fellow fans. Over the past few weeks we’ve seen celebs, influencers, brands and publishers shift their social strategy to make more use of Instagram Live. Not only has it been a good way to reach out to their audiences, it’s helped them really connect with people at a time when so many of us are feeling isolated.

Here’s a roundup of some of my favourite streams so far, a demonstration that you don’t need a massive budget to do live content, but more a good understanding of your audience and what will be most interesting for them.

MEDITATE IN THE MOMENT

John Legend and Davina McCall joined Headspace for live a meditation session, immersing themselves in the strange sensation of meditating whilst thousands of fans were watching.

BEHIND THE PERSONALITIES

Bon Appetit has given us a behind-the-scenes look at their food editors’ kitchens as they check in with each other. Banter between the team is something that has helped build BA’s loyal following over the last couple of years and the two-way live feature on Instagram has provided the perfect functionality to make their content even more authentic during lockdown.

SIMPLE AND AUTHENTIC

Children’s book author,  Oliver Jeffers has been entertaining kids and adults alike with his daily read-along sessions and for the first time revealed a brand new story before its release.

KEEPING IT PLAYFUL

Jon Burgerman has been sharing some live doodling sessions, hacking the two-way live functionality as a different camera angle as opposed to communicating with someone else.

Mo Gilligan has been hosting his very own gameshow – Quarantine Games. Live from his home, he’s been giving away real prizes and by making use of the two-way live functionality he’s been able to feature fans as they get involved in playing the game.