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 Lopez/AFP
At the same time, the nature of the content has gambling data uk evolved to adapt 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.
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