Why should artists be doing live video shows right now?

Social platforms like Facebook and Instagram operate like a water spigot of attention—they can turn it on or off algorithmically. When these platforms first launched live video, they heavily incentivized creators to go live by giving them massive reach. This was to get creators producing content that keeps users engaged, which generates more ad revenue. Over time, as everyone started doing it, they turned that spigot down. But recently—and this is backed by actual data tracking viewership and engagement—the spigot has been turned back up. We’re seeing significantly more viewers and comments on livestreams again. There’s speculation that competition from other platforms is driving this change. The bottom line is that right now, these platforms are clearly incentivizing live video again, which means you get more organic reach and attention when you go live. That’s exactly why you should be taking advantage of it now while the opportunity is strong.

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Asked by synthesized from teaching · Answered by Patrick Shanahan · art-marketing-podcast · 2021-07-27