Instagram Puts New Limits on Going Live
A screenshot of a user who first shared this notice from Instagram
In late July, Instagram quietly put a velvet rope around its “Live” feature. As of this week, if you have fewer than 1,000 followers or if you have a private account, you can’t go Live.
Though it seems out of the blue, it’s not hard to guess why: Meta is looking for cleaner, more watchable broadcasts. They want to free up bandwidth for creators with reach and meaningful content.
A strategic play that follows the lead of TikTok, this change leaves some in the dust. New and upcoming creators, coaches, sales professionals, and startups with under 1,000 followers are all cut off from a unique tool that enabled creators to connect with their audience in real time.
To some, it’s likely to sting. Not because Live was perfect or wildly effective for everyone, but because it represented access; Access that is now gated. If you or your business is feeling this, it may be time to shift your mindset.
The truth is that social media was never supposed to be fair or static. The algorithm, the platform, and the rules are all fluid. Even with these new changes, the game is still the same: earn attention, build trust, and offer something people actually want. If you’re doing it right, the real win was never via Live anyway. The value is in the ability to show up consistently with content that earns attention and quietly builds credibility.
Raleigh Hood and Tina Thomas researching Instagram strategy for social media consulting and content creation sessions.
All of that being said, good content always sells and crafted video messaging consistently performs better than Live ever did. With feelings of isolation becoming more and more common, for many, social feeds are the bulk of their social lives. The most compelling thing in their scroll is often a video that makes them laugh or feel seen, and most users will only look up to see who posted it after it’s already done its job. That’s where story beats sales and that’s where businesses win on relatability and timing, not just reach and volume.
Many marketers resent this landscape because it used to be… easier. With enough budget and enough influence, it was simple to just buy your way in to a large audience. While TV and other platforms still abide by this, on social media, businesses have to earn it, which often takes longer… but it lasts longer, too.
So, some lost Live. There are still DMs, comments, memes, testimonials, tutorials, newsletters, blogs, and… ugh… lip-syncing, so the runway is there. The question is: Are you showing up consistently? Are you giving before you ask? Are you respecting the tone of the room? Or are you posting just to post?
Being seen is the goal,
but it’s just as important to
avoid being seen as out of touch.
There’s no perfect formula. No surefire template. But there is a rhythm. When marketing on social media, the game plan is to give, offer, educate, and repeat. If businesses can stay self-aware and engaged, when they finally do post their ask, the audience will be quicker to say yes.
If you or your business is looking to establish credibility by leveraging quality storytelling content, contact Banana Bread Media Co. at hellobbmco@gmail.com or visit www.bananabreadmediaco.com to learn about our monthly content solutions, single content sessions, and more.
