The How-To-Guide For Successful Instagram Live Events
The wine industry’s step-by-step guide for Instagram Live Events
Latest figures (see below) show video content, and particularly Instagram Live Events, have become an invaluable tool in any brand’s digital marketing strategy. To help you harness the power of IG Live, we’ve compiled a step-by-step guide specialised for wine and drinks brands.
We recently collaborated with fabulous USA and UK vinfluencers to promote D.O. Cava and Cava Discovery Week in these regions, with IGTV and bubbly – of course – as the main attraction. The overall campaign results will be revealed later this year, but the reaction to date shows us that Instagram Live is majorly popular and, with its constantly evolving features to meet audiences’ demand for entertainment, it’s good to know how to leverage this powerful tool.
But first, some interesting facts about IG Live according to New York Magazine:
87% of audiences would prefer to watch video online if it meant more behind-the-scenes content
80% of audiences would rather watch a livestream than read a blog post
82% of audiences would rather watch a livestream than see a social media post
67% of audiences who watched a livestream bought a ticket to a similar event the next time it happened
Source: Livestream
Our guide is here to help you successfully set up an Instagram Live Event in six easy steps:
1: Pre-Event Setup Checklist
Shoot vertical: Shoot the video vertically or in portrait mode, as most followers will be watching the content on their phones.
Be seen and heard: Ensure you are positioned well in the video, and can be seen and heard easily in the footage. We recommend using a mount to hold the camera steady while you’re shooting.
Use a tripod: If possible, use a tripod or fix the camera/phone in one place (hand-held is fine for exterior shots, close-ups or sweeping across a landscape, but in our experience when directed at one place, the camera tends to shake). Note: wind will distort the quality of sound, so if outside, try and film sheltered from the wind or rather at another time.
Lighting: Do not point your camera into the sun or into direct light – you won’t see your face, or anything else, in the footage.
Test video: Check that you can be seen clearly and heard easily. If time allows, experiment by filming yourself from different angles and locations before choosing your final setup.
Show your bottle: Position the bottle you are promoting so that it is in plain sight throughout the live event. Be prepared with quality glassware and bottle opening devices for tasting on camera.
Choose your background: Curate a background that will enhance your content. E.g. can you shoot in your cellar or with vineyards behind you?
2: Setting up an IG LIVE
Step 1
Tap the plus icon on the top right.
From your profile or feed, tap the plus icon on the top right. This will take you to a screen where you can pick the type of content you want to create.
Step 2
Swipe until you get to the Instagram Live screen.
To add a title, tap ‘Title’ on the left and enter a title, then tap ‘Add Title’.
Step 3
Tap ‘Go Live’. Tap on the recording icon.
Instagram will briefly check your phone’s internet connection before starting your broadcast.
Tip: Your number of viewers shows up at the top of your screen. You will also see all your viewers’ comments as it comes in.
3: Features While Live
At the bottom and on the top right of your screen, you have a number of different features you can use in your live video.
Top
Use the filter icon (the face with plus sign sparkles) to apply filters to your Instagram Live as it runs.
Use the two arrows to switch cameras (front or back).
The image icon at the far right will let you share an image to your stream.
Bottom
Use the comment box to type comments to your audience. This is a great feature to use when one person is filming and another person is live. More on commenting here.
Use the question mark icon to share submitted questions from your audience.
DM your live stream with the ‘paper plane’ message icon.
Click the icon with two faces to add another user to your live stream as a co-host. More info on adding guests can be found here.
4: How to Share Your Finished IG Live
When you’re done filming your Instagram Live video, tap the ‘X’ icon at the top right-hand corner. Once your video has ended, you will be able to share it to IGTV, download it to your camera roll or delete it.
5: How to Start a Live Room
The ‘Live Room’ feature allows users to go live with up to three other people. With Live Rooms, users and brands can get a bit more creative with their streams.
Here’s how to start a Live Room:
Follow the same steps you would to set up a regular live stream (explained in ‘Step 2: Setting up an IG Live’ above).
Once you’re live, tap the ‘Rooms’ icon and select your guests. Then, tap ‘Invite’ and you’re ready to go!
You can add up to three guests, all at once (when setting up the stream) or one by one (e.g., adding speakers during different parts of the stream).
6: Joining Someone Else’s IG Live
To join someone’s live broadcast you're viewing:
Tap next to the username at the top.
Tap ‘Request’ to join, then tap ‘Send Request’.
If your request is accepted, you'll receive a notice that you're about to join the live room.
Note: You may automatically be asked if you want to request to join the live room in the comments section.
IG Live allows for great realtime interaction between users, and between users and drinks brands. Once you’re comfortable with running livestream events, you’ll be interacting and enjoying the process in no time!
