Why is Instagram Live such an underutilized marketing tool for artists?

Instagram Live is the most underutilized, highest proof-of-real tool available because almost nobody does it, and that creates a massive opportunity. Only 14% of marketers consider live video important, and live video usage has dropped 56% over the last couple years as everyone chases short-form video content like reels. Yet 100 million people watch live streams daily on Instagram, and 82% of users say they prefer live video from brands. There’s massive demand with almost no supply. The platform is so rare to use that major benchmark studies don’t even track it as a category because too few people are doing it. This creates an enormous edge for artists willing to go live.

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Asked by synthesized teaching point · Answered by Patrick Shanahan · art-marketing-podcast · 2026-02-24