A live stream is an appointment, not a post. Viewers come because they know when and why. That is why preparation counts for more than any technology: if nobody knows you are going live, the phone broadcasts to an empty room.

The five steps follow the timeline: first the occasion, then the announcement, the preparation, the broadcast, and afterwards.

Step 1 of 5

Choosing an occasion that works better live

Going live pays off when something only works in the moment: answering questions, showing something new for the first time, accompanying an event, or a behind-the-scenes look with viewer requests. A product presentation that works just as well as a reel doesn't need a live stream.

Set a day and time when your target audience has time. Ask rather than guess: with customers, within the team, or in a story poll.

ChecklistStep 01

It is clear why this topic is shown live.
Date and time have been agreed with customers or the team.
The duration is set; usually 20 to 30 minutes are enough.

Step 2 of 5

Announce the date several times

A single announcement reaches few people. Plan three: one week before as a post, the day before as a story, and shortly before once more. In each, state the occasion, the date and what viewers will gain from it.

Go beyond Instagram: email list, newsletter, website, a notice in the store. People who are not on Instagram every day otherwise won't hear about it. You can collect questions in advance; anyone who has asked a question is more likely to show up.

ChecklistStep 02

Three announcements are planned: post, story, shortly before.
The date is also in the newsletter or on the website.
Questions in advance are being collected.

On request, we design and produce the posts, stories and reels for your announcement in the same look as your profile.Instagram offer from Social Rocket

Step 3 of 5

Prepare the flow and technology

Write a rough outline with three or four points and a time for each. A live stream without a thread loses viewers in the first few minutes. Check the network, battery, lighting and sound a day beforehand, ideally with a test run in front of one person.

Mount the phone firmly; a tripod is not a luxury. Portrait format is the usual choice. Decide in advance whether someone will co-host or moderate the chat.

ChecklistStep 03

An outline with times is ready.
Network, battery, lighting and sound have been tested.
The phone is on a tripod.
One person reads along in the chat.

Step 4 of 5

Repeat, welcome, read out questions

Anyone who joins late should still be able to follow along. So state what the broadcast is about several times in the first few minutes, and summarise along the way. Welcome viewers by name as soon as they write.

Read questions aloud before you answer them. End the broadcast with a clear note on what comes next: a date, a post or a link.

ChecklistStep 04

The topic is mentioned several times in the first few minutes.
Questions are read out loud.
At the end, you name the next date or step.

Step 5 of 5

Turn the live stream into more content

After the broadcast, note the questions that were asked and those that could not be answered. These become posts or Reels that answer exactly those questions.

The insights show the accounts reached and the peak number of concurrent viewers. Several broadcasts reveal when your audience has time.

ChecklistStep 05

Questions from the live stream are noted as a topic list.
Viewer numbers are recorded in a table.
The next date is set.

What you should have after the first live stream

After the first live stream, material for the second is ready:

A run-of-showAn outline that can be adapted for next time.
A list of questionsWhat your viewers really wanted to know.
A time slotA data point on when your audience has time.

Frequently asked questions

How many viewers is normal?

This varies greatly from account to account. Assess how many questions came in and how long people stayed.

How often should we go live?

As often as you have a good occasion and time for. A fixed rhythm, for example monthly, is better than irregular and frequent.

What if nobody comes?

That happens the first time. Push through: you have material for an analysis and questions for the next post.

Agency · Instagram

Instagram content by Social Rocket

We design your presence for Instagram and produce posts and reels each month in your visual style, on request also for announcing your live stream.

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SREditorial team Social Rocket. This guide was written by our editors and is reviewed regularly. It contains no links to providers that sell followers, likes or views.