Even in 2021 and with over 1 billion users, Instagram has to be careful that their competitors don't outpace them. That's why the app of 2019 doesn't also look like the app of 2018, and the app we'll be using at the end of this year looks different than the one we're currently using. The latest idea to get us users excited Live Groups.
Instagram video content: what's been there?
To share video content, there have been several options on Instagram so far. For example, it's long been possible to post videos of up to 60 seconds in length in the same way as a photo: open the app, create a feed post, and simply choose not an image but a video. Instagram has since increased that time to 120 seconds
In addition, Instagram introduced IGTV in 2018. This standalone app also allows users to post videos that are longer than 60 seconds. For anyone who has downloaded Instagram, IGTV is also available, but in theory IGTV can be used without the Instagram app. An Instagram account remains necessary, however. Videos up to 15 minutes long can be uploaded on mobile, and even 60 minutes are possible via the desktop version of IGTV.
Who wants to create really long videos and also allow a certain closeness or imperfection, chooses the Live function on Instagram. Here, the video is not created beforehand, but like a Zoom or Skype call, we are live for anyone who follows us (or with the appropriate settings: even those who don't follow us on Instagram).
Many influencers use this option to stay connected with their fans. But also companies have discovered the function for themselves and provide a look behind the scenes or present their products live. The big advantage of IG Live: Meanwhile, live streaming is allowed for up to four hours. In addition, questions can be asked within the stream and a live chat runs alongside and gives viewers the opportunity to interact. Previously, there was also the option to bring another person into the stream - the screen would split down the middle and both people could be in the stream at the same time. Similar to a video conference, but for two people and very public.
What are Instagram Live Groups?
The video format is becoming increasingly popular. Young people in particular prefer to get information via short clips rather than reading long texts. But attention span also plays a role: we're used to everything being quick and attractively presented.
That's why Instagram is now taking it a step further, saying, "Our Live feature should get better. With Live Groups, up to four people can now start a live stream at the same time This is Instagram's response to the streaming hype that's already in full swing on YouTube, Discord, and Twitch.
Just like a regular livestream, one person has to start the Live Group and can then add three more people. Livestreams can also be saved afterwards so that even those who weren't actually watching live can access them.
Who are Live Groups for?
The feature will be open to all Instagram users. However, not everyone necessarily wants to stream, so it's already clear that the new feature is more important to some Instagram users than others.
Businesses will be able to rely on live presentations even more in the future this way. Since shopping on Instagram is easier than ever, it's only logical that businesses work to get their customers to buy directly. So in the future, we'll more often see Live Groups where different people test a product, for example, or even pit multiple products against each other in a live comparison.
Influencers will also be happy to be able to use this new feature for themselves. For more reach, so-called collabs (short for collaborations, as collaborations/collaborations) are incredibly important. Previously, influencers had to limit themselves to pre-taped videos or a maximum of two accounts per user on IG Live. It is safe to assume that we will soon see more and more Influencer Live Groups. This is to ensure that fans of one influencer also become fans of another - a win-win promotion, so to speak.
Celebrities will also love Live Groups. The days when we only got to see actors perfectly styled on the red carpet and musicians only showed proximity at concerts are long gone. Being close and real is more important than ever. This also includes stars showing who they hang out with or discuss. Gatherings of former series stars, live interviews with casts of upcoming movies, or even just private glimpses of conversations that would otherwise remain hidden - all of this will become even easier, and we can expect to see Live Groups as common as regular live streams soon.
Live Groups were introduced quite spontaneously (wink, wink) on a show hosted by internet great Lilly Singh, A Little Late with Lilly Singh There you can see for the first time how to use the new feature. However, as of now, there is no official word on when the new feature will be available in Germany. Because of the current situation, where a lot of communication still takes place online, it would be surprising if Instagram would keep us waiting for a long time.