The global health crisis of 2020 saw many businesses going digital however they could to maintain social distancing and prevent the spread of COVID-19. Face-to-face meetings turned into Zoom conferences and live concerts turned into live streams of artists playing from their homes.

So naturally, there’s an uptick in the use of live streaming features on social media. Facebook saw a massive rise in messaging and live streaming, especially in COVID-19 hotspots like Italy. For instance, the number of views on Instagram and Facebook Live doubled there in just a week.

While the situation continues to evolve in 2021, people have gotten used to being able to interact with brands live without ever leaving their homes. So live streaming will continue to gain popularity and should definitely be a part of your social media marketing strategy.

Molbak Garden + Home, for example, created a series of live tutorials on Facebook to provide gardening tips.

According to a recent Sprout Social Index, 40% of consumers want to see more live video from brands.

Resources: https://sproutsocial.com/insights/social-media-trends/