Instagram has added an option to boost live videos. Creators and brands could already boost posts, Stories and Reels from the app; livestreams now join the list, giving live shopping events and real-time Q&As a quick way to pull in more viewers.
According to Instagram, “Your live video is used as the ad creative, and your ad can be shown in Feed, Stories and Instagram Reels.” The promotion runs only while you are broadcasting, so it shows an in-progress stream to people who are active at that moment and grows the live audience.
Once boosted, you broadcast as usual and the promotion runs automatically during the stream. You can boost just before going live or schedule it in advance.
Instagram suggests scheduling livestream promotions at least two hours before going live to reduce ad delivery delays. Boosting at the last minute risks the ad starting late, missing the opening minutes when an audience matters most.
Marketers could already create ads for upcoming Instagram Live broadcasts in Meta Ads Manager. The difference is speed: the boost can now be launched from the in-app composer without a full campaign setup.
Big live events that need precise targeting and measurement still belong in Ads Manager. The in-app boost suits streams that need to move fast, such as product drops, small pop-up broadcasts or spontaneous lives with creator partners. Add the boost scheduling time to your live-event checklist.
For context on Instagram’s shift toward video, see Instagram Tests an Option to Open the App to Reels — What It Means When Reels Take Over Half of App Time. For Meta’s wider ad automation push, read Meta’s New AI Ad Tools at Advertising Week: A Business Assistant That Edits Budgets and In-Chat Checkout.
The live video is used as the ad creative and can be shown in Feed, Stories and Reels. The ad runs only while you are broadcasting.
Instagram recommends scheduling at least two hours before going live to reduce ad delivery delays.
Functionally it is similar, but you can launch the boost directly from the in-app livestream composer instead of setting up a full campaign.
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