Instagram Live views increased by 70 percent in the first week of April. Fitness gurus, foodies, and celebrities are all utilizing Instagram’s Live feature to create some sense of community during the quarantine. With screen time hitting an all-time high during quarantine, will this be the “new normal” after restrictions are lifted? Will the increased use of Instagram Live and screen time extend to other facets of our daily life?

Companies Taking Advantage

The increased use of Instagram Live pushed marketing agency Digital Brand Architects to create “Your Live Guide”. The platform sorts through all upcoming scheduled Live videos. Consumers have the option to add any Live to their calendar. All Instagrammers have to do to get their scheduled Live video on the site is submit the details. From guided workouts to self-help sessions, there is no limit to the type of Live one can submit.

The Big Question

So, how should your company respond? If it’s already streaming on Instagram Live, it is worth considering implementing this engaging tool in broader programs post-quarantine. The bigger question, though, is whether or not streaming functions like Instagram Live will become a part of the “new normal”. Will there still be press conferences, or will it be stream-only? Will high-engagement events attended by influencers and media still be commonplace? While some companies may return to “business as normal” and engage in practices like before, considering different ways to connect could be largely beneficial.

Increased Use of Instagram Live: The Effect

Companies are being forced to get creative. For example, fashion week shows that were scheduled in Shanghai and across Asia were instead live-streamed on platforms like Tmall, Xiaohongshu, and Line. While some brands were still successful through streaming their new designs, this change to online-only is a challenge for smaller brands with less traction. Direct-to-consumer brands and smaller companies previously relied on value created through engaging with customers in-person. But, with face-to-face contact being limited and a general apprehension toward large gatherings during this unsure time, these streaming alternatives, like Instagram Live, could be extremely useful for companies both large and small if used properly.