Content has evolved to adapt

[Shishirgano9]

They can therefore live a more personalized relationship and experience than ever before. During the lockdown, the use of Instagram Live has indeed evolved. The service, which was mainly a communication channel for influencers, has gradually been used by artists or athletes to create moments of conviviality with their fans in particular. For example. tennis players Stan Wawrinka and Benoit Paire have started to organize virtual aperitifs .


Yoga class given live on Instagram Live on April 4. Philippe jordan cell phone number list Lopez/AFP At the same time, the nature of the to needs and create daily routines for confined users . playing sports, getting away from it all, meditating, laughing, etc. On average, broadcast times have increased for an audience with more time in confinement. A source of experiential value This craze is unsurprisingly of interest to brands, who are seeking to take advantage of this success to further integrate influencers who appear on Instagram Live into their communications.


For example, in early April, the luxury house Chanel teamed up with the singer Angèle to organize a concert broadcast live on the social network. This type of virtual event allows the brand to benefit from the proximity between its ambassadors and its commercial targets. Instagram Live thus becomes a lever to generate strong engagement, much more effective than simple photos , and to ultimately increase the perceived value of its products.