We analyzed a socia media feature and developed an understanding and recommendation on where BuzzFeed and leverage the feature.

1. Instagram Live Video
initial focus / YouTube
Serena Sarch
Alisa Sokolova
Caitlin Shewbrooks
Katie Intner

2. Instagram Live Video

3. “The secret sauce is really looking at Instagram as a platform with not just
pictures. Use videos. Use stories. Use live. When you use all of this type of
content, it gives you more reach on the platform."
- Justin Antony, Head of Emerging Talent Partnerships at Instagram in LA

4. How it works
● Live streaming on your Instagram account in real
time
● Content disappears when your live stream ends
○ Option to make the live streaming your
Instagram Story for 24-hours after streaming
● Different than Instagram stories
● Streamer can react to comments in real time
● Viewers can interact with each other
@djkhaled / Instagram

5. How it works
● Viewers can interact with each other
● Streamer can save the video, but without comments, likes or views
● Option for followers get a push notification when streamer goes live
● Users (Pew Research):
○ Age: 18-29
○ Women more likely to use than men
○ From viewer experience, Live leans towards younger users

6. Has/can BuzzFeed (new) adopted?
● BuzzFeed has used Instagram Live
● Rely on Facebook Live more than this feature
○ Example: exploding watermelon by rubber band
○ 807,000k at one time were watching
● Potential for BuzzFeed to differentiate the type of live content
between Facebook and Instagram
○ Facebook and Instagram appeal to different audiences
● Personalities, spaces and events for live streaming exist
● Would be great for BuzzFeed News

7. Has/can Conde Nast (legacy) adopted?
● Various CN magazines have used Instagram Live
○ Teen Vogue, Glamour, etc.
● CN can use Instagram Live by:
○ Posting live videos of events – Conde Nast Traveler Food
Festival, Glamour ‘Women of the Year” Event
○ Life news coverage
○ Celebrity take overs – “day in the life of a celebrity”
● Beneficial to travel and fashion magazines, specifically
○ Live feed of a destination spot, fashion shows, behind the scenes

8. Can BuzzFeed leverage it?
● Buzzfeed can use Instagram Live by:
○ Showing live video for Tasty recipes
○ Collaborations with celebrities to answer quizzes and questions that
have been published on Buzzfeed (to promote quizzes and
engagement of followers)
○ Experiential content
○ News reporting
○ Open up to other genres of content in articles on Buzzfeed – for
example, sports
○ Event promotion & behind the scenes event coverage
○ Day-in-the-life of BuzzFeed employees, between offices around the
world

9. Is it disruptive?

10. Is it disruptive?
“Disruption displaces an existing market, industry, or
technology and produces something new and more
efficient and worthwhile” (Clayton Cnristensen).
Will it change the way people think about Social
Media?
Criteria: 1) importance 2) scale 3) timing
Insta Live Analysis:
1) Doesn’t entirely change how people interact, just add
some more variations in the ways they do.
2) Instagram Live doesn’t affect other apps or majority
of consumers who use social media
3) Instagram Live was launched in Nov. 2016. However,
haven’t become extremely popular over a very short
time.
Source: https://www.instagram.com/p/BUxfmzwDSkV/

12. "As we used to say, all the kids are doing it,"
-Bill Nye (The Science Guy)
WHAT DOES THE FUTURE HOLD?

13. Source: AdWeek

14. Back To The Future
● Live Video: Providing a space you don’t have access to, or feel that you can’t miss
○ Taco Bell Thanksgiving: has reached 1.2 million views since being aired (FB)
○ AT&T Santa Clause interactive promotion
○ Rarity is key
● MarketsandMarkets has forecasted that live video will be a $70 billion industry by 2021 (Adweek)
● Important statistics
○ 80% would rather watch live video from a brand than read a blog, and 82% pr
from a brand to social posts
○ 87% of audiences would prefer to watch online vs. on traditional television if
behind-the-scenes content
○ Live video is outpacing the growth of other types of online video, with a 113%
growth yearly

15. The Future
● Instagram attempted a dual instagram live feature
○ Tested in Aug. based on audience behavior
● Instagram Live Feed
○ Will move towards community, with a
house-party-esque ability to live feed with your
friends
○ Audiences will continue to get younger as
technology is adopted earlier
○ A part of daily life
■ A potential creation of hermit culture: who
needs to leave their room when you can
experience from bed?
● Where to Lean
○ Serious: instant news reporting
○ Funny: live tinder dates? more exploding
watermelons?

16. Source: GIPHY

17. Sources:
Buxton, M., New Instagram Stories Live Video Replay Tool How To Use, Living • News • Tech • Work & Money, & Buxton, W. B. (n.d.). Instagram Stories's Latest Update Gives Live Videos
A
Second Life. Retrieved September 17, 2017, from http://www.refinery29.com/2017/06/159878/instagram-stories-live-video-repla
Sydney ParkerSydney is a freelance writer whose byline appears in the Atlantic, The Guardian, Racked, Seattle Met, Splitsider, and more. (2016, August 09). Top Instagram Demographics
That Matter to Social Media Marketers. Retrieved September 17, 2017, from https://blog.hootsuite.com/instagram-demographics/
How to Use Instagram Live. (2016, December 27). Retrieved September 17, 2017, from http://www.socialmediaexaminer.com/how-to-use-instagram-live/
How to Maximize Social Media for Livestreaming Events. (2017, August 19). Retrieved September 17, 2017, from
https://livestream.com/blog/social-media-for-livestreaming-events?category=marketing
Instagram Demographics: 13 Impressive Statistics For 2017. (2017, August 15). Retrieved September 17, 2017, from
http://mediakix.com/2016/09/13-impressive-instagram-demographics-user-statistics-to-see/#gs.kDUC5yE
M. (2016, December 04). As Social Platforms and Brands Turn to Live Video, Will Viewers Keep Tuning In? Retrieved September 17, 2017, from
http://www.adweek.com/digital/social-platforms-and-brands-turn-live-video-will-viewers-keep-tuning-174876/
Nashrulla, T. (n.d.). We Blew Up A Watermelon And Everyone Lost Their Freaking Minds. Retrieved September 17, 2017, from
https://www.buzzfeed.com/tasneemnashrulla/we-blew-up-a-watermelon-and-everyone-lost-their-freaking-min?utm_term=.wsXm8pmrE#.qm2E0GELJ
Tebele, E. (n.d.). Instagram post by Elliot Tebele • May 31, 2017 at 10:23pm UTC. Retrieved September 17, 2017, from https://www.instagram.com/p/BUxfmzwDSkV/
Ingalls, J. (2017, June 08). Why You Should Use Instagram Live and How to go About it. Retrieved September 17, 2017, from
https://blog.dashhudson.com/why-you-should-use-instagram-live-and-how-to-go-about-it/
DeMers, J. (2016, October 24). What And When Will Be The Next Social Media Disruption? Retrieved September 17, 2017, from
https://www.forbes.com/sites/jaysondemers/2016/10/23/what-and-when-will-be-the-next-social-media-disruption/#4960a6cf774c
Oshry, C. (n.d.). Instagram post by Claudia Oshry • May 12, 2017 at 4:30pm UTC. Retrieved September 17, 2017, from https://www.instagram.com/p/BT_8KJWDF0c/
C. (2013, February 16). What “Disrupt” Really Means. Retrieved September 17, 2017, from https://techcrunch.com/2013/02/16/the-truth-about-disruption/