The era of the Instagram Live is here.
As culture crumbles under the coronavirus and those quarantining seek connection, everyone from fitness instructors to aestheticians to small brand founders to Rihanna is going live on Instagram. Digital Brand Architects, in partnership with Chloédigital, has created a platform, Your Live Guide, to centralize the large volume of Instagram Live content. As Reesa Lake, partner and executive vice president of brand partnerships at DBA, put it, the platform’s goal is to be “the TV Guide of live content.”
Your Live Guide opened its web site to beta testing late last week. Already, it has 150 participating creators, the majority of whom are not managed by DBA.
“It’s not a goal to only have macro and celebrity creators and talent on the platform,” said Lake. “We want to increase awareness and eyeballs for smaller creators and drive to their premium content. We have not had to deny anybody at this point.”
Engagement is up on Instagram Lives and video content, according to DBA.
Social media engagement has skyrocketed, as users quarantine at home. DBA noted a 20 percent increase in engagement on its clients’ IGTV content over the past month, and an average follower growth of nearly 70
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