Why should I focus on Instagram Live when I could be making Reels instead?

Everyone has been chasing Reels, which is exactly why Live represents such a massive opportunity. Live video usage among marketers has dropped 56% over the last couple years because everyone shifted to short-form video content. This has created a situation where there’s massive demand (100 million daily viewers, 82% of users preferring live content from creators) but almost no supply. Live generates 10 times more engagement than regular posts and three times more than pre-recorded videos. Plus, Live gives you algorithmic advantages that Reels don’t—your profile gets that distinctive animated ring and goes to the top of the stories tray, guaranteeing visibility. And here’s the kicker: you can repurpose your Live broadcasts into Reels and other short-form content afterward, so you’re not choosing between them—Live becomes your content source for everything else.

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Asked by an artist focused on making reels · Answered by Patrick Shanahan · art-marketing-podcast · 2026-02-24