Facebook Live or Instagram Live — Which one is better for your brand?

Instagram may be owned by Facebook, but it does not mean all of their products are exactly the same. Instagram Live is not a copycat of Facebook Live, and for good reason. The two channels may share the same ad network, but they have different uses and behaviors by both consumers, and in turn, brands. In the same vein, features must fit for the users of the channel, not what the channel wants out of it (usually).

Let’s start with what is similar: Both Instagram and Facebook have “In app” live shooting – taking out the folks who want to use a pro camera to shoot live. It’s meant to be raw, and broadcast format – not something you can prep in advance like Snapchat or Instagram stories.

In addition, they both have the opportunity for live engagement by viewers for likes and comments during the live broadcast.

 

So what’s the difference? In short:

Instagram: 

• Your video is gone after 24 hours, and cannot be saved to your page or stream.
• Max duration of the video is 1 hour.
• Analytics are limited to include video viewer count only.

Facebook: 

• Your video can be saved to your page after the live session is over for those who missed it to watch later.
• Max duration of the video is 1.5 hours.
• Analytics include more extensive video metrics.

 

So why would you bother with Instagram?

It depends on your brand and where your audience is. If they are Instagram avid users, you want to be there. You want to reach them and share exclusive content with them. A cool part with Instagram Live is that it is shown in the discover section as a priority to your followers. It allows more people to engage with it while you’re live. And we as marketers all know that consumers love exclusive content. If it’s only available for 24 hours…they are going to find a way to tune in and watch it. Imagine being the only person Monday morning who hasn’t seen the Game of Thrones finale yet. Yikes!

If you’re a consumer brand, and have a brand that is visually exciting and has a story to tell on these platforms, try both. See which ones your viewers will engage with more, and are more likely to want more of.

 

A few ways to ensure you get proper engagement for the live streaming is the following:

• Work with a partner or influencer to promote your live session. This allows your brand to gain more eyeballs, perhaps from viewers and audience members you may not have reached otherwise.
• Use paid media to promote your upcoming live session to your target audience. Give them a taste of what they’ll get if they tune in, and why they shouldn’t chance missing it. Perhaps it’s something exclusive JUST for the folks who turn in during the actual live session (and not viewing after).
• Promote across channels, not just on the channel you’ll be live on.
• On Facebook you can boost your live session after the broadcast has completed. Views after the fact, will still add to your total engagement numbers, which is awesome.