Your Guide to Using Instagram Live for Businesses

Ready to take your brand’s engagement to the next level?  Instagram Live is an exceptionally effective tool for driving business engagement. Video livestreams are the third most popular form of online video content, proving just how important incorporating Instagram Live can be for your business.

By using Instagram Live, brands can build deeper connections and drive meaningful conversions all in one broadcast. In this guide, you’ll discover how to use Instagram Live for businesses: from setup to strategy to execution, so you can go live with confidence and purpose.

What is Instagram Live?

Instagram Live is a built-in feature that lets users broadcast video in real time to their followers through Instagram Stories. It’s one of the most powerful tools for authentic engagement, and a great content strategy for brands on Instagram. It allows creators and businesses to connect directly with their audiences through live conversations, Q&As, tutorials, and product showcases.

Unlike pre-recorded videos, Instagram Live lets you interact with your viewers in real-time. This two-way engagement helps brands feel more approachable and human, making it easier to build trust and loyalty.

Why should you use Instagram Live?

Going live opens up unique opportunities that static content simply can’t match. Here are some of the many reasons you should try using Instagram Live. 

Build authentic, real-time engagement

Unlike polished feed posts, live videos feel spontaneous and human. They allow your audience to see the genuine side of your brand mistakes and laughter. Viewers can comment, ask questions, and react instantly, creating a dynamic two-way interaction that strengthens connection and trust. 

This kind of immediacy makes audiences feel seen and valued, something that static posts often struggle to achieve.

For example, a local café could go live during its morning rush to show how baristas prepare coffee or answer questions about new seasonal drinks. These authentic behind-the-scenes moments make the brand more relatable and approachable, turning casual viewers into loyal customers who feel emotionally connected to the business.

Strengthen your brand’s visibility and algorithm reach

Instagram often prioritizes live videos in followers’ feeds, placing them at the front of the Stories tray and sending real-time notifications when you go live. This added visibility gives your content a natural boost, helping you cut through the noise especially during peak audience hours. 

By going live consistently, you train the algorithm to recognize your account as active and engaging, increasing the likelihood of your content appearing more often in users’ feeds.

Drive conversions through interactive experiences

When used strategically, Instagram Live becomes more than an engagement tool—it’s also a conversion driver. Brands can use livestreams to introduce new products, demo features, or announce special offers in real time. 

This immediacy encourages viewers to take action on the spot, whether it’s visiting your website or completing a purchase.

With Vista Social’s DM automations, you can make these experiences even more interactive. For instance, have viewers comment a specific keyword, like “discount,” during the Live, and they’ll automatically receive a direct message with a link or promo code. 

This turns passive viewers into active participants, creating an experience that’s both engaging and actionable.

Showcase your expertise and thought leadership

Instagram Live is a great platform to position your brand as an authority in your industry. Hosting live Q&A sessions or tutorials allows you to share valuable insights while building credibility and trust. 

The real-time nature of Live content helps demonstrate confidence and authenticity qualities that audiences appreciate in thought leaders.

For example, a marketing agency could go live to discuss the latest trends in social media, answer audience questions, and provide actionable tips for businesses. 

This not only educates viewers but also reinforces the agency’s role as a trusted expert. Over time, these sessions can become a go-to source of knowledge, helping your brand stand out as a leader in its niche.

Gather insights and feedback instantly

One of the most powerful aspects of Instagram Live is its ability to provide immediate audience feedback. You can instantly gauge what topics spark the most interest, what questions repeatedly come up, and what tone keeps your viewers engaged. 

This real-time feedback loop helps you understand your audience’s preferences more effectively than traditional analytics alone.

What do you need to go live on Instagram?

Before hitting that “Go Live” button, it’s important to prepare both your setup and strategy. Going live isn’t just about turning on your camera, it’s about creating an engaging, high-quality experience for your viewers. 

Let’s cover some must-haves for using Instagram Live.

Smartphone with the Instagram app installed

Instagram Live is primarily mobile-first, meaning you’ll need a smartphone to start your stream directly from the app. Make sure your Instagram app is updated to the latest version to access all Live features.

Stable internet connection

A poor connection can cause lag, freezing, or dropped streams. Aim for a strong Wi-Fi signal or reliable mobile data to ensure a smooth broadcast.

Basic equipment for better quality

Invest in a tripod to keep your shot steady, ring light or soft lighting to enhance visibility, and an external microphone for clear audio. These small upgrades instantly make your livestream look more professional and keep viewers watching longer.

A clear topic or plan

Don’t start your livestream without a goal in mind. Outline your key talking points, product demos, or Q&A flow beforehand. Planning helps you stay on track and deliver value to your audience, whether it’s entertaining or promotional.

1,000+ followers for added features

As of August 2025, Instagram has implemented a new update that requires users to have at least 1,000 followers and a public account to start a Live broadcast. This rule replaces the previous policy where any user could go live, regardless of their follower count or whether their profile was public or private. 

Those with private accounts, or fewer than 1,000 followers, will no longer see the option to initiate a live stream and will be presented with a notice explaining the new eligibility requirement. This change brings Instagram in line with platforms like TikTok, which also require 1,000 followers to go live.

How to go live on Instagram

Let’s walk through the steps you need to follow to start your next Instagram Live broadcast.

First things first, open the Instagram app on your smartphone. Instagram is currently rolling out a new interface, so there are two ways to get started depending on your app.

If you still have the old layout, you’ll tap the + (Create) or swipe right from your feed to open the camera.

If your app has rolled out the new design, you’ll tap the + in the top left corner of the screen.

When you tap the create button, you’ll automatically be taken to the Instagram post creation screen. Simply swipe through the options at the bottom until you land on Live.

Tap the gear/settings icon in the top right to review who can view, whether comments are allowed, and any comment filters.

Then, add a short, descriptive title so viewers know what your livestream is about.

Check your camera, microphone, lighting, and internet connection before you go live. Use the back camera (rather than the front camera) if you need to show something in more detail.

Once you’re ready, tap the circular Go Live button. Instagram will notify followers and place your broadcast at the front of the Stories tray.

During the stream, engage viewers by reading comments, answering questions, and using Live tools. For example, you can pin questions to the top of the comments feed, add a co-host, or engage your viewers through polls and Q&As).

Once you’ve finished up your broadcast, tap End and confirm. Choose whether to save the stream to your device or share the replay to your feed or Stories.

Pro tip: When you integrate your Instagram account with Vista Social, you can easily manage all your interactions in one place—including comments from your Instagram Live sessions. Every live comment appears right inside the Vista Social Inbox, so you can respond to your audience in real time without switching platforms.

Tips for hosting a successful Instagram livestream

Going live on Instagram can feel spontaneous, but the most engaging broadcasts are usually well-planned and intentional. These best practices will help you make every Instagram Live session feel interactive and memorable.

• Plan your live with a clear goal: Before you start your broadcast, define why you’re going live and what success looks like. Are you aiming to increase engagement, promote a launch, or strengthen community connections?

• Promote your livestream in advance: Give your audience a reason to show up. Announce your upcoming Live through Stories or feed posts.
• Optimize your setup for quality and clarity: Good lighting, stable internet, and minimal background noise make a huge difference in how professional your stream appears.
• Engage with your viewers in real time: The beauty of Instagram Live lies in its interactivity. Acknowledge comments, answer questions, and use names when responding. It creates a personal connection that keeps viewers invested.
• Use Instagram Live features strategically: Take advantage of built-in tools like Live Shopping, Q&A stickers, and badges.
• Collaborate with guests or co-hosts: Going live with another creator or brand partner can expand your reach and make your content more dynamic.
• Encourage comments and actions during the stream: Encouraging comments and actions during a live stream builds a stronger connection with your audience, makes them feel valued, and turns a passive viewing experience into an active, memorable one. 

• Monitor your Live analytics afterward: After your stream, review performance data like reach, engagement rate, and watch duration. These insights help you understand what worked and how to improve future lives.
• Repurpose and reuse your Live content: Once your session ends, save and repurpose it. You can clip highlights into Reels, share short segments in Stories, or turn the key insights into carousel posts.

7 ideas for using Instagram Live

Instagram Live is more than a broadcast tool—it’s an interactive stage for connecting authentically with your audience. 

Whether you’re a brand, creator, or social media manager, these ideas will help you use Instagram Live strategically to build community, drive engagement, and showcase value.

• Host real-time Q&A sessions: Q&A sessions are one of the simplest yet most effective ways to use Instagram Live. They give your audience the opportunity to ask questions directly, creating two-way communication that strengthens trust and transparency.
• Launch new products or features: Turn your next product launch into an event with a live reveal. Going live allows you to showcase new products in real time, demonstrate how they work, and respond instantly to viewer reactions.
• Collaborate with creators or industry experts: Collaborative Lives are perfect for tapping into new audiences. Partner with influencers, clients, or thought leaders who share your audience’s interests. The real-time nature of Live makes collaborations feel organic and unscripted.

• Offer tutorials or how-to demonstrations: Live tutorials are highly engaging because viewers can follow along and ask questions instantly. They work well for product-based businesses, SaaS platforms, and educators alike.
• Host behind-the-scenes streams: Audiences crave authenticity and going live behind the scenes builds connection and relatability. Whether it’s a team meeting, a day at the office, or an event setup, behind-the-scenes Lives make your brand more human.
• Run contests or giveaways live: Hosting a live giveaway adds energy and immediacy that static posts can’t match. Announcing winners live boosts transparency and encourages more participation in future campaigns.
• Share industry insights or trending discussions: Position your brand as a thought leader by discussing industry trends or relevant news live. It’s a great way to connect with professionals or enthusiasts in your field.

Plan your next Instagram Live

Instagram Live is a direct line between your brand and your audience. From authentic, real-time engagement to increased visibility and conversions, going live helps you humanize your brand and build trust with your followers. 

By planning your livestreams strategically, optimizing your setup, and making use of tools like Vista Social, you can manage live comments from your social inbox, automate DMs, and track performance through Instagram analytics, all in one platform.

Instagram Live empowers businesses to connect and create meaningful moments that drive results. Whether you’re launching a product, sharing insights, or simply engaging with your community. 

Going live offers the authenticity and immediacy that audiences crave. Start planning your next Instagram Live today and turn every broadcast into a lasting brand experience.

Instagram Live FAQs

How do you watch Instagram Live?

You can watch Instagram Live videos directly from the top of your Instagram feed, where Stories appear. When someone you follow is broadcasting live, their profile picture will have a colorful ring with the label “Live.” Simply tap their profile photo to join the livestream in real time. You can also view live replays if the host saves them to their feed or highlights.

Do you need 1,000 followers to go live on Instagram?

Yes, on its latest update, Instagram requires users to have at least 1,000 followers to go live, a change that took effect in August 2025. To be eligible, the account must also be public and the app must be updated to the latest version. 

Can you save your Instagram Live videos?

Yes. After you end your broadcast, Instagram gives you the option to save your Live video to your camera roll or share it directly to your feed or Stories. This helps you repurpose your content later—whether for short clips, Reels, or highlights.

Can you livestream on Instagram from a computer?

Yes, with Instagram Live Producer, creators can broadcast using streaming software such as OBS or Streamlabs. This is ideal for professional setups that include multiple cameras, overlays, or branded visuals.

How can you moderate comments on Instagram Live?

To moderate comments on an Instagram Live, you can start by tapping the three dots “(…)” in the comment section to access the “Comment Controls” menu. From there, you can either turn off commenting completely, add a moderator with specific powers, or pre-configure settings like blocking certain words or users beforehand in your profile’s privacy settings. Instagram lets hosts turn off or limit comments, filter keywords, and assign moderators before or during a Live.