What’s in this article:
- Instagram’s Live Rooms allow creators as well as brands to reach new audiences and engage with their community
- Live viewers can express their appreciation for creators by buying badges – allowing creators to monetize on the opportunity
Two’s company, three’s a crowd was the conventional wisdom of the past, but when it comes to virtual sharing, there is no crowding. That’s why Instagram decided to double the capacity for Live [it always capitalizes it] streaming.
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On March 1, Instagram introduced a new feature it calls “Live Rooms.” It allows the user to go Live on the platform, not with just one other person, as was the setting before, but with up to three additional people.
A kind of… video clubhouse?..
Instagram said the idea of allowing more people to be directly involved is to “open up more creative opportunities — start a talk show, host a jam session or co-create with other artists, host more engaging Q&As or tutorials with your following, or just hang out with more of your friends.”
If some of those sound like monetization opportunities, they should. Instagram says that is the plan and references an earlier announcement about offering Live viewers a way to express their appreciation for creators by buying badges. Live Rooms also allow additional “interactive features” that can translate into revenue, shopping, and Live fundraisers.
Possibly this kind of expansion of Instagram into a money-making platform for creators would have happened just as a result of keeping up with TikTok (see TikTok Launches a Creator Portal). But all digital content consumption has grown even more rapidly due to the social distancing imposed by the pandemic.
Instagram does admit that COVID-19 played a role in its determination that the Live aspect is worth expanding: “In the past year, special moments have happened on Live, including informational talks about science and COVID-19 guidelines, interviews with celebrities and record-breaking rap battles.”
It seems this is meant to become the virtual equivalent of busking. And anyone who has seen those performances in parks, in subway stations, or on the streets knows that most audience members don’t throw money into the hat or guitar case.
The question now will be if people will just consume the content or also contribute to those who create it. I’m sure some will but not necessarily enough for the majority of those who choose to become “creators” to quit their day jobs.