Social Chain announced yesterday that they live streamed high quality branded content for the first time ever on Instagram for online fashion retailer, Boohoo.
Instagram is one of the only big social media platforms that has not opened up their platform to professional production for live streaming and instead insists on people using their phone cameras.
With Social Chain’s announcement, I immediately set out to find out how they had cheated the system. After a few hours of emulators, virtual web cams and Blackmagic (the kit, not the voodoo) I think I’ve cracked it. The problem is that without an official feature you are compromising quality and stability.
This made me wonder why Instagram was digging it’s heels in and not encouraging brands and agencies to use their platform in this way.
Facebook, who own Instagram, has allowed this for a couple of years now and Zuckerberg put a huge push behind developing it’s features and making sure brands were jumping on board.
Maybe the answer is; it just isn’t Instagram. The platform encourages people to share their lives in an open and honest way (albeit with a lot of filters and lenses!). It’s behind the scenes, intimate and voyeuristic. Maybe adding the polish of production would take away from the selfie aesthetic.
The line is blurring between the different platforms, the question is; is it instagram’s intention to allow brands to use their live feature in this way at some point soon or will they maintain the ‘behind-the-scenes’ approach?
Phil Medway — Head of Live — Cherryduck