In the realm of groundbreaking discoveries, some of the most remarkable achievements have emerged at the crossroads of two brilliant ideas. Whether it's the harmonious blend of peanut butter and jelly, the comfort of pajama jeans, or the practicality of sporks, these amalgamations have forever left their mark.

And now, Instagram, the social media titan, has once again showcased the power of synergizing concepts with its recent announcement. Introducing two exciting features: live video on Instagram Stories and disappearing photos and videos in Instagram Direct, the platform has captured the essence of the users' growing desire to share content "freely and in the moment," as emphasized in their official announcement.

As you keenly observe these fresh additions, you might notice a striking resemblance to the experiences you've learned on Snapchat and Facebook Live. 

Trust your instincts, for Instagram's latest features have drawn inspiration from these popular platforms. This unveiling marks a significant shift in users' expectations, propelling the urge to share content seamlessly and without constraints.

While these eagerly anticipated features will gradually roll out on a global scale in the coming weeks, it's paramount that we equip you with the knowledge and foresight to plan your strategies effectively. In the sections below, we delve into each new feature, providing a comprehensive understanding of what lies ahead and invaluable insights on navigating these developments. 

Prepare to embark on an exciting journey as we explore the intricacies, possibilities, and implications these features hold for social media managers and marketers alike. 

What Sets These New Instagram Features Apart

Regarding Instagram's latest features, there's no denying that they resemble some familiar functionalities found on Facebook and Snapchat. However, a closer look reveals distinct characteristics that set them apart and define their unique value proposition.

1. Live Video on Instagram Stories

Transience meets interactivity 

Unlike Facebook Live, live videos on Instagram Stories vanish once the broadcast ends, reminiscent of the transient nature of Snapchat. This temporal aspect adds a sense of urgency and exclusivity to the experience.

Authenticity over grandeur 

Unlike some other platforms, Instagram does not incentivize media companies or celebrities to participate in live broadcasts. Instead, the focus is on fostering unscripted, real-time connections with friends and family, highlighting the spontaneity and genuine moments.



2. Disappearing Photos and Videos in Instagram Direct

Seamless group interactions

Instagram distinguishes itself from Snapchat by streamlining the process of sending disappearing messages to specific groups of friends. This approach emulates a "group text" experience, making sharing content with select individuals effortless. 



Informed by user behavior

Instagram's decision to enhance the messaging feature in Instagram Direct stems from the significant growth it has witnessed. With user numbers skyrocketing from 80 million to 300 million globally, the platform recognized the demand for sharing content within group threads, shaping its development strategy accordingly.

By understanding these key differentiators, we gain a deeper appreciation for the thoughtfulness behind Instagram's new features. The platform strikes a delicate balance between embracing Snapchat's fleeting and immersive qualities while staying true to its own identity as a space for spontaneous and genuine connections. 

Now, let's take a step forward and witness these captivating updates in action as we explore their functionality firsthand. 

Mastering Instagram's Live Content and Disappearing Messages: A Quick Guide



Now let's dive deep into the intricacies of Instagram's live content, exploring the transient nature of live video and its unique interactive experience.

Additionally, we'll navigate the realm of disappearing messages, understanding how they enable seamless group interactions and offer a "group text" vibe. With this guide as your compass, you'll be empowered to harness the power of these features.



Going Live on Instagram

1. Open the Instagram App and Navigate to 'Your Story

To begin your live video journey on Instagram, launch the Instagram app on your device and locate the 'Your Story' option at the screen's top left corner. This is where the magic begins. 



2. Select the 'Live' Option

At the bottom of the screen, you'll find a series of toggles. Swipe left until you reach the 'Live' option. This is the gateway to broadcasting your live video and engaging your followers in real-time.



3. Tap 'Start Live Video'

Once you've selected the 'Live' option, tap the 'Start Live Video' button. Like Facebook Live, Instagram provides a space for viewers to leave comments, appearing in a feed at the bottom of your screen during the entire recording. This real-time interaction adds an extra layer of engagement and connection with your audience.



4. Keep an Eye on Viewers and Engagement

As you immerse yourself in the live view, you'll notice the number of viewers displayed in the top right corner of the screen. This serves as a helpful metric to gauge the reach and impact of your broadcast. By monitoring the viewer count, you can understand the level of interest generated and tailor your content accordingly. 



5. Concluding Your Live Video

When you're ready to end your live broadcast, tap the 'End' button. Instagram will then display a summary screen presenting your final view count and timestamp. It's worthwhile to take note of these metrics, as they can offer valuable insights for future strategies and content creation. 



6. Returning to Your Feed 

After ending your live video, you'll be prompted with a screen. To return to your regular feed, tap 'Done.' This will seamlessly transition you back to the main Instagram interface, where you can continue exploring and engaging with other content.

7. Discover Live Stories on the Explore Tab

Suppose you're seeking inspiration or want to witness live stories unfolding in real-time, head to the Explore tab. By tapping 'Top Live,' you'll access a curated selection of live accounts from various Instagram users. Swipe right or left to navigate the live stories, skipping ahead or revisiting previous broadcasts.

Following these steps will enable you to embark on your Instagram live video journey.

Remember to leverage the engagement opportunities offered by live comments and monitor viewership to refine your strategy.  

What You Need to Know About Instagram's Disappearing Messages 



Think of Instagram's disappearing messages as a sneaky way to share. Are you looking to add an extra element of intrigue to your Instagram chats?

This cool feature lets you send photos and videos that magically vanish after viewing them. It's like a secret code that only you and your friends can decipher. 

Just snap a pic or record a video, add fun doodles or text, choose your recipients, and watch the message vanish. It's a sneaky yet exciting way to share moments without leaving a trace. 

So, how do you go about this? Follow the simple guide below;

1. Open the Instagram App and Access the Camera View

Launch the app and swipe the right to access the camera view to send a disappearing message on Instagram. This is where you can capture photos or record videos to share with others. 



2. Capture and Customize Your Photo or Video

Tap the white circle button in the camera view to instantly snap a photo. For videos, hold down the button to start recording. To add a personal touch, utilize the annotation icons in the top right corner. These icons allow you to include text or doodles on your photo or video, adding a creative flair to your message.



3. Sending the Disappearing Message

When you're satisfied with your photo or video, it's time to send the message. Tap the white arrow button to proceed to the next step. 



4. Selecting Recipients

At this stage, you can choose who receives your disappearing message. You have two options: either select one or multiple individuals to send the message to directly or tap 'New Group' in the top right corner to create a group message.

To select recipients, tap the circle next to their name to turn it into a blue checkmark. If you're creating a group, tap 'Create' once you've finished adding the recipients. Additionally, you can name the group for easy reference in the future.

5. Viewing Direct Messages 

To access your direct messages, tap the new airplane icon in the top right corner of your feed or swipe left. This will lead you to your inbox, where you can view and manage your messages. 

Some noteworthy aspects of sending and viewing messages include:

•  Blue ring notification: A blue ring will appear around new news in your inbox, indicating a disappearing message.

• Group message visibility: In a group message, you can see the responses from other participants, along with the list of people who have viewed the message.

• Responding to messages: To reply, tap the faded profile photo of the user you want to respond to.

• Message replays and screenshots: You will be notified if a friend replays or takes a screenshot of your message, ensuring transparency and awareness.

• Disappearing message recipients: Disappearing messages can only be sent to users you follow, regardless of your account's privacy settings



Now that you know how to send disappearing messages on Instagram, let's explore what this means for marketers and the future of the platform. 



What's in Instagram's New Features for Marketers? 



Instagram's latest additions, live videos and ephemeral messages offer exciting opportunities for marketers to enhance their strategies and connect uniquely with their audience.

Here are seven game-changing benefits these features bring to the table;

1. Authenticity in Real Time

Live video allows marketers to showcase their brand's authenticity by providing real-time glimpses into their world. It's the perfect platform to engage with followers, answer questions, give behind-the-scenes peeks, and host interactive sessions that build trust and foster stronger connections. 

For example, imagine a fashion brand hosting a live video session giving viewers an exclusive backstage look at their runway show. As the models strut down the catwalk, the brand's representative can offer real-time commentary, sharing insights about the inspiration behind each design.

Additionally, a food blogger could use live video to conduct a cooking demonstration in their own kitchen. They could engage with their audience by sharing tips, tricks, and personal anecdotes while preparing a delicious recipe. Viewers can ask questions, provide suggestions, and share their cooking experiences in real time. 

Through live video, marketers can break down the barriers between themselves and their audience, creating an authentic and transparent space for connection. By offering real-time glimpses into their world, followers can witness genuine moments, interact directly, and forge a deeper connection with the brand.

2. Spontaneous Storytelling 

Ephemeral messages allow marketers to craft compelling and spontaneous stories that captivate their audience. These disappearing messages can tease upcoming product launches, share limited-time promotions, or create a sense of urgency, encouraging followers to engage and take action.

For instance, let's consider a cosmetics brand preparing to release a highly anticipated makeup collection. To generate excitement and anticipation, they can utilize ephemeral messages to tease glimpses of the new products. Over a series of disappearing messages, they could reveal short video snippets.

Furthermore, a restaurant can leverage ephemeral messages to promote a time-limited dining offer. They can create a series of disappearing messages featuring mouthwatering images of the dishes, behind-the-scenes footage of the chefs preparing the special menu, and exclusive discounts available only to those who engage with the messages.

This spontaneous storytelling approach creates a sense of urgency and FOMO (fear of missing out) among the audience, driving them to visit the restaurant and take advantage of the limited-time promotion.

3. Increased Engagement

The interactive nature of live video sparks higher engagement levels, with viewers leaving comments and reactions in real-time. Marketers can leverage this direct feedback to tailor their content, address customer concerns, and gather valuable insights, ultimately strengthening their relationship with the audience.

Picture this: A renowned tech company hosts a live video event to unveil its latest cutting-edge gadget. As the live video commences, tech enthusiasts around the world tune in, eager to witness the grand reveal. During the presentation, viewers leave comments expressing excitement, curiosity, and questions about the gadget's features and functionalities.

The tech company's representative engages with the viewers in real-time, responding to their queries and providing in-depth explanations. This backand-forth interaction transforms the live video into an immersive and participatory experience. The audience feels valued and heard, as their feedback plays a crucial role in shaping the presentation.

By gathering these direct insights from their viewers, the tech company gains a deeper understanding of the features that excite their audience the most and the specific aspects they seek clarity on. With this real-time feedback, the company can fine-tune their product messaging, emphasizing the most appealing attributes and addressing potential concerns head-on. 

4. Personalized Experiences 

With ephemeral messages, marketers can create personalized experiences for their audience by sending exclusive content directly to select individuals or groups.

Imagine a fashion brand launching a limited-edition collection. They use brief messages to send sneak peeks and early access links to their most loyal customers, creating a sense of exclusivity and appreciation. These personalized messages make the recipients feel like VIPs, forging a deeper connection and instilling a sense of belonging within the brand's special circle.



5. Amplified Reach

Live video can extend a marketer's reach beyond their existing followers. Instagram's algorithm promotes live videos, increasing the chances of discovery by a wider audience. This expanded reach opens up opportunities for brand exposure and attracting new followers who resonate with the content. 



6. Enhanced Storytelling Capabilities

Ephemeral messages provide marketers with additional storytelling tools. Using text, doodles, and filters, they can craft visually appealing and engaging narratives that leave a lasting impression. This creative freedom allows brands to experiment with different formats and styles, creating unique experiences for their audience.

For instance, a travel brand can use ephemeral messages to take followers on a virtual adventure, overlaying text and doodles on stunning images and videos. This interactive storytelling experience immerses the audience in the destination's culture, sights, and activities, sparking wanderlust and a desire to explore.

Ephemeral Marketing Has Become The Norm

In the ever-evolving landscape of social media, marketers understand the importance of adapting their content distribution strategies to suit each platform's unique characteristics.

Twitter is renowned for its quick and concise updates, while Snapchat embraces playful filters and casual selfies. However, Instagram has always had its own rules and etiquette until recently.

The introduction of Instagram Stories marked a significant shift towards a more authentic and open sharing environment. This feature allowed users to avoid the pressure of creating the perfect Instagram post, instead embracing unpolished and spontaneous moments.



Embracing Live Video and Disappearing Content



With the recent introduction of live video and disappearing content, Instagram has taken a more aggressive approach to becoming a platform where users can share whatever they desire. 

This shift signifies Instagram's commitment to creating a consolidated space for capturing and sharing raw, picturesque, or silly moments. Depending on your industry and target audience, this move by Instagram could impact your marketing strategy in several ways.

Choosing the Right Channels



While Instagram continues to evolve, marketers need to stay within the bounds of every single platform. It's crucial to be selective and focus on the channels that align best with your brand and target audience. 

Consider your industry, audience preferences, and the type of content that resonates most effectively with your followers. The key is to be strategic and intentional in your channel selection to maximize engagement and achieve your marketing goals.



Embracing Experimentation and Audience Feedback

To determine which channels are right for your brand, it's important to take the knowledge you have gathered and put it into action. Experimentation is key.

By testing different platforms and analyzing audience responses, you can gain valuable insights into their preferences and tailor your content accordingly. Your feedback will help refine your strategy and ensure you deliver content that resonates with your audience.

Marketers must adapt to this changing landscape by embracing above mentioned. By staying attuned to these trends and incorporating them thoughtfully into their marketing efforts, brands can connect more deeply with their audience, foster engagement, and drive meaningful results in the era of ephemeral marketing.

What Does The Future Hold For Instagram With These New Features?



The future of Instagram looks bright and exciting with the introduction of live videos and brief messages. These new features have already transformed the way users interact and share content on the platform, and their impact is bound to grow even more in the coming years. 

As Instagram continues to evolve, we can expect these features to play a central role in shaping the platform's direction and user experience.

Live video has opened up a new world of possibilities for content creators and marketers alike. It's not just about sharing picture-perfect moments anymore; it's about embracing authenticity and connecting with followers in real-time. From behind-the-scenes glimpses to interactive Q&A sessions, live video enables a more personal and engaging approach to storytelling.

Similarly, brief messages have brought excitement and urgency to Instagram. The disappearing nature of these messages creates a sense of exclusivity, making followers feel like they're part of a special club with access to limited-time content. 

We can expect Instagram to further enhance and refine these features based on user feedback and preferences. As live video and ephemeral messages continue to gain popularity, the platform might introduce additional tools and functionalities to make the user experience even more seamless and interactive.

Integration with other features, such as shopping bags and interactive polls, could further elevate the potential of these features for marketers.

Moreover, Instagram might explore ways to amplify content discoverability, allowing users to explore live video broadcasts and brief messages from accounts they may still need to follow but might find interesting. This would benefit content creators seeking to reach new audiences and open up new advertising opportunities for businesses looking to expand their reach on the platform.

As the popularity of these features grows, Instagram could also explore ways to support monetization for content creators, possibly introducing ad revenue sharing for live video broadcasts or sponsored ephemeral messages. This would incentivize creators to produce high-quality and engaging content, contributing to a more diverse and vibrant Instagram community.

Embrace Live Video & Ephemeral Messages



Embracing live video and ephemeral messages on Instagram is not just an option; it's a game-changer for brands and content creators alike. These latest features have revolutionized the platform, fostering authenticity, real-time connections, and interactive storytelling. 

With live video, you can showcase your brand's personality, engage with your audience in real-time, and build lasting relationships. Ephemeral messages offer the thrill of exclusivity, driving engagement and creating a sense of urgency among your followers.

So, don't hold back – seize the opportunity to leverage these powerful tools. Embrace live video to share unfiltered moments and connect personally, and use brief messages to offer exclusive content and keep your audience intrigued.

Ready to dive in? Start embracing live video and ephemeral messages today, and watch your Instagram presence soar to new heights!