Instagram adds live broadcast scheduling
she added Instagram has a new option to schedule an upcoming IG Live broadcast in the app, so users can then tap to get a reminder notification on the day of the broadcast.
Broadcasters are now able to schedule an upcoming broadcast, up to 90 days in advance, which can include a description of the title, as well as product tags, if you want to promote such in the broadcast.
The platform has run a series of direct shopping events, helping to improve discovery and increase in-app buying activity.
TikTok is also exploring the same, after seeing the success of direct shopping in China, which is a model for this new push and facilitates more shopping behavior in each app.
Direct shopping has become a staple of China’s retail sector, McKinsey reported earlier this year.
AndShe said McKinsey: Direct trade in China has transformed the retail industry and established itself as a major sales channel in less than five years. In the 2020 survey, two-thirds of Chinese consumers said they had purchased products via live broadcasts in the past year.
And this is where Instagram and TikTok see potential, with McKinsey estimating that sales that begin with direct commerce could account for between 10 and 20 percent of all e-commerce by 2026.
The broadcast scheduling option offers more possibilities in this area. Users can, as mentioned, sign up for reminders. which are sent to them the day before the broadcast as well as a reminder 15 minutes before the broadcast begins.
And there were always alternative promotional options to increase awareness of upcoming broadcasts. But providing such an option within the platform with automated reminders is an important update. And it can provide significant value to brands looking to increase communication in an app.
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Instagram boosts live shopping
The change may not seem like much. But given the outlook and potential opportunity, this is an important update. The platform offers live broadcast scheduling for all users.
In addition, the platform also announced a new live training option, which enables users to check lighting, get used to the camera, etc. without actually streaming.
Broadcasters are also able to contact their guests early in the training mode, and test the connection which is a key consideration in the process. A new live training mode is rolling out in the coming months.
