Instagram has added a tool for creators, artists and venues to promote live broadcasts from its livestream composer, allowing them to reach audiences beyond their followers while streaming.
The feature adds an in-app option alongside Meta Ads Manager, which marketers could already use to advertise upcoming broadcasts.
How livestream boosts work
The broadcast itself becomes the advertisement. Promotion runs only while the account is live, with ads appearing across Instagram’s Feed, Stories and Reels.
- Before starting a broadcast, select Boost in the livestream composer.
- Choose a custom target audience or use Instagram’s suggested audience.
- Instagram recommends scheduling the boosted broadcast at least two hours before going live to help avoid ad delivery delays.
Budgets and Apple fees
Advertisers can set a total or daily spending limit, with campaign budgets starting as low as $1 to $5. Delivery is subject to the promotion’s time and budget limits.
Boosts purchased within Instagram’s iOS app on an iPhone carry a 30% service fee from Apple on top of the advertising cost. Meta also requires prepaid funds for iOS app boosts.
Advertisers can avoid that fee by managing boosts through Instagram’s website, Meta Business Suite or Meta Ads Manager in a desktop or mobile browser, bypassing Apple’s in-app purchase system.
Uses for artists and venues
The tool gives artists and venues several ways to promote live programming. Audience targeting can support broadcasts aimed at potential listeners or local ticket buyers.
- Performances and release events: Artists can promote virtual concerts or album listening parties to people beyond their existing followers through placements in Reels and Stories.
- Ticket promotions: Venues and promoters can target users in their city with a 30-minute broadcast offering a discount code available only during the stream.
- Behind-the-scenes broadcasts: Soundcheck previews and backstage question-and-answer sessions can introduce prospective audiences to an artist before a show.
- Viewer contributions: Artists using Instagram’s tipping features, including Badges, can use boosts to reach more potential contributors.
