Instagram Launches Live Video & Ephemeral Messages: Here's What You Need to Know
Some of the greatest discoveries of all time came to fruition at the intersection between two ideas. Think about it: Peanut butter and jelly sandwiches, pajama jeans, and sporks … just to name a few.
This week, Instagram proved the power of cross-pollinating ideas once more when it announced the addition of live video on Instagram Stories and disappearing photos and videos in Instagram Direct.
If those new feature announcements look and feel a whole lot like the experiences you’re used to on Snapchat and Facebook Live, your instincts aren’t wrong. Instagram’s new features directly reflect a larger shift in the user’s desire to share content “freely and in the moment,” as explained in the official announcement. While these features will be rolling out globally over the next few weeks, we wanted to make sure you were equipped with the know-how to start planning your strategy right now. Below, we’ll dive into each of the new features in detail, covering everything you need to know about what to expect, how to get started, and what this means for social media managers and marketers.
What’s Different About Instagram’s New Features?
To answer the question that everyone is asking themselves right off the bat: Yes, the live content update does seem eerily similar to Facebook Live.
But there are actually some noteworthy differences that set Instagram’s live video feature apart. And from a technical standpoint, Instagram’s live content is better represented as a healthy mix between Facebook Live and Snapchat.
The key difference between live video on Instagram Stories and Facebook Live is that live Instagram video disappears once the publisher finishes the broadcast, creating the transient experience offered by Snapchat.
But that’s not the only difference. According to that same Recode article, Instagram has no plans to pay media companies or celebrities to hop on a broadcast. This suggests that live Instragam content is intended to be less about creating important moments that need to be saved, and more about sharing unscripted, real-time experiences with friends and family.
With Instagram Stories, Facebook seems to be trying out a tack it used (to great effect) with messaging, splitting the use cases for Facebook Messenger (a tool for expression, as CEO Mark Zuckerberg explains it) and WhatsApp (a “more utilitarian” messaging app). Similarly, Facebook Live looks to be a more robust tool for archiving important video, while Instagram Stories is for your friends’ eyes only.”
As for the introduction of disappearing photos and videos in Instagram Direct, the divergence from Snapchat’s functionality is less obvious. In fact, one of the only major distinctions between the two is that Instagram makes …read more
Source:: HubSpot Blog