Instagram added a new option to boost live videos in the app, providing another way for livestream creators to increase their audiences and bolster their engagement and monetization potential.
Instagram has enabled creators to boost posts, Stories and Reels for some time, but now, it’s also adding livestreams into the mix.
As explained by Instagram: “Boosting your live video to make it an ad may help more people on Instagram discover it. Your live video is used as the ad creative, and your ad can be shown in Feed, Stories and Instagram Reels.”
Instagram said that creators can boost their livestreams just before they go live, or they can schedule the boosts in advance. The platform suggested that creators schedule their livestream promotions at least two hours before they go live in order to reduce ad delivery delays.
Livestream boost promotions only run while the creator is broadcasting, with the idea being that these ads will showcase in-progress livestreams to currently active users and create a bigger active audience.
To be clear, creators and marketers can already create ads for upcoming Instagram Live broadcasts via Meta Ads Manager, so functionally, this is not necessarily new.
What is different is that now, creators can utilize the boost option to quickly launch a promotion for their session directly from the in-app composer, as opposed to going through the full campaign set-up.
To boost an IG Live broadcast, creators can tap the Boost option within the livestream composer in the app. From there, creators can choose their target audience or use Instagram’s suggested audience. Creators can also denote a start and end time for their planned streams.
Once creators boost their live videos, they can go about their broadcast as normal, with the live video promotion running automatically during the stream.
