As an entrepreneurship consultant who assists startups with crafting data-driven growth strategies, I often receive questions about Instagram Live. Business owners recognize it‘s a powerful platform, but don‘t know how best to leverage it.
In this comprehensive guide tailored specifically for small business owners, we‘ll dive into the latest Instagram Live statistics and trends to understand exactly how it can fuel your growth and engagement.
Live Video Usage Is Exploding Across Instagram
Instagram Live is one of the fastest growing types of content on the platform. Just look at these staggering usage trends:
- Live video watch time is up 27% compared to pre-recorded video
- 100+ million people watch Instagram videos every day
- 37% of Instagram engagement comes from Live videos
Cisco forecasts that live video will grow 15x over 5 years. And make up 13% of all internet traffic by 2022.
For context, here is a breakdown of Instagram‘s monthly active users:
| Years Active on Platform | Monthly Active Users |
| 1 Year | 17% |
| 2 Years | 15% |
| Over 2 Years | 68% |
As you can see, the majority have been on the platform for over 2 years. And are hungry for new types of content – like live video.
Recommendation: These trends signal that Instagram Live is rapidly becoming indispensible. Small businesses must start tapping into live broadcasts to keep up with changing viewer habits.
Viewer Preferences: Authenticity and Quality
Recent surveys reveal exactly what draws audiences to live video and Instagram Live:
- 80% prefer live over blog posts
- 67% say video quality is critical for livestreaming
- 61% women vs 59% men watch live content
Recommendation: Invest in production value and equipment to deliver smooth, high-quality broadcasts. And focus on authenticity over polish to better resonate with the predominantly female audience.
I recently helped a boutique consulting firm dramatically boost engagement by streaming informal interviews with industry experts rather than overproduced corporate videos.
Instagram Live for Marketing Growth
Now that we‘ve covered general usage data, let‘s examine how small businesses can capitalize on Instagram Live for marketing:
- 14% of marketers leveraged Instagram Live in 2021
- 415,000+ Instagram Live videos used for marketing in 2021
- 28% of digital marketing budgets went to live streaming content
Brands often discover new products and services via:
- Influencer endorsements (21%)
- Brand updates on social (29%)
- Vlogs (22%)
Recommendation: Work with nano or micro influencers in your industry to showcase products via Instagram Live reviews and demos. Fun unboxings or launches work particular well to drive interest and sales.
Instagram Live Demographics
It‘s important to note that Instagram leans young in its demographics. This will shape your approach:
- 43% of US live stream viewers are between 18-34 years old
- 56% of millennials watch live video on their smartphone
- More women (61%) tune in than men (59%)
Recommendation: Optimize video quality and stability for mobile devices. And craft content tailored to young female audiences. Polls, questions and real-time interaction perform well.
Tips to Increase Reach and Engagement
Here are 5 tactics I recommend small businesses use to make the most of Instagram Live based on the data:
1. Promote streams ahead of time. Give followers notice to drive up attendance.
2. Invest in quality production. 67% say this is their top priority.
3. Interact in real-time. Answer questions, run polls and react to comments.
4. Repurpose recordings. Clip highlights or entire broadcasts to extend reach.
5. Analyze performance data. Fine-tune approach based on what resonates best.
The Future Looks Bright for Livestreaming
Look for live video marketing strategies to rapidly expand in the near future. Consider the growth forecasts:
- Global live streaming market to reach $184 billion by 2027
- 91 million live streaming subscribers expected by 2024
As interest and acceptance continues rising, small businesses have an opportunity to define themselves as leaders and innovators by moving quickly to adopt Instagram Live.
The data shows explosive growth in both usage and revenue potential ahead. Seize this moment to develop creative live streaming strategies to engage existing followings while also winning market share as consumer habits shift more towards real-time video.
