Instagram has added an option for creators, artists and venues to promote live videos directly from its livestream composer, simplifying paid promotion before a broadcast begins.
Marketers could previously advertise upcoming streams through Meta Ads Manager. The new feature lets them initiate promotion with a button before going live, without that campaign setup.
Promoted broadcasts appear in Reels and Stories, offering a way to reach people beyond an account’s existing followers. For artists and venues, potential uses include:
- Virtual concerts and album release parties: Artists can promote live performances or listening parties to audiences browsing Reels and Stories.
- Ticket offers: Venues and promoters could run a 30-minute broadcast featuring a “Live-Only” discount code for an upcoming show, using targeting to reach users in their city.
- Soundchecks and backstage questions and answers: Artists can promote behind-the-scenes broadcasts before a show to reach additional target audiences.
- Viewer contributions: A larger audience could increase the number of potential contributors through Instagram tipping features such as Badges. Those contributions could help offset promotion costs.
