Instagram’s latest feature was nicknamed Project Tango—as in, it takes two to tango. It’s fitting because the feature expands the platforms’ livestreaming offering by enabling two users to broadcast their conversation.
The feature is currently being tested with a select group of Instagram users, and is expected to roll out across the world in the next few months.
To use it, you click on an icon at the lower right corner of your live stream that enables you to add people to the stream. From there, you can switch to a split-screen view that shows both you and your broadcast partner. You have an hour to share with your audience, and can add a new live stream partner if the current one drops off.
In a blog post, Instagram wrote:
You can remove your guest and add someone else at any time, or they can also choose to exit on their own. Share your live video to stories when your broadcast has ended, or choose “Discard” and your live video will disappear from the app as usual.
Since introducing live video in November, millions of people have used it to connect with friends and followers in an authentic way. Now, you can have even more fun connecting with people in the moment.
This is another step toward eliminating the barrier to entry for content creators. At this point, anyone can broadcast their thoughts and boost their personal brands, making the possibilities endless.
[RELATED: Join us for the Social Media #Mashup at Disneyland.]
"After we launched the first version of Live [last November], we noticed that a lot of folks were using it with friends in person," Instagram’s live stream product manager, Shilpa Sarkar, told Refinery29. "We wanted to bring that offline behavior online, so to speak, with a feature that allows you to be live with a friend even if you aren't in the exact same space."
Though Instagram is touting the feature to be used as another way to connect with friends, communicators can parse out the implications for their organizations and clients. One of the most obvious uses involves influencer engagement. How valuable would it be to have an Instagram influencer interview a representative of your organization live—or have you interview a social media rock star?
Brand managers should see it as another tool in their belts for connecting with fans in real time. The true challenge for PR and marketing pros will be to see who can get creative in a way that authentically connects with their audiences.
As with any new feature, every brand manager’s approach will be different—as it should—but be on the lookout for early adopters who can show us what’s possible with two-person live broadcasts on Instagram. Watching them can help you use this opportunity to the fullest.
How do you think you’ll use the feature, PR Daily readers?
from PR Daily News Feed http://ift.tt/2uppjDF
No comments:
Post a Comment