Live streaming is broadcasting video to an audience in real time, so viewers watch and react while it happens. On social media, brands and creators go live through native features like TikTok LIVE, Instagram Live, YouTube Live, Facebook Live and LinkedIn Live.

What is live streaming on social media?

Live streaming is now a standard feature on today’s social media platforms. Brands and creators use it to share unedited, raw footage of their day-to-day lives. This shattered the illusion that video must be highly produced to succeed.

As audiences began to crave greater authenticity for brands, raw and genuine video grew in popularity. Live video now drives sales through conversational commerce, too: MRI-Simmons found 34% of US adults bought through a livestream shopping app in March 2026, up from 25% in 2024.

By live streaming to channels like Facebook or Instagram Live, brands create eye-catching content that captures the attention and respect of customers. Benefits include:

  • Increased engagement: Live video gives businesses a new way to create valuable content. Host Q&A sessions, live discussions and interviews that increase engagement.
  • Better relationships: Raw, authentic video breaks down the corporate wall. It gives your audience a genuine, behind-the-scenes connection.
  • Improved reputation: Live video demonstrates transparency, helping you rapidly build undeniable trust and loyalty.

How to start live streaming

Live streaming demands a proactive strategy. To maximize your impact:

  • Choose your platforms: Stream where your audience already spends their time. Each platform sets its own eligibility rules (as of October 2026):
    • TikTok LIVE: 18+ and 1,000 followers (varies by region)
    • Instagram Live: Public account with 1,000+ followers
    • YouTube Live (mobile): 50+ subscribers and a verified channel
    • Facebook Live: Account 60+ days old and 100+ followers
    • LinkedIn Live: 150+ followers or connections, plus a third-party streaming tool
  • Plan types of content to share: Connect with customers in countless ways. Host live events, behind-the-scenes tours, interviews, Q&A sessions, announcements or how-to guides.
  • Develop a schedule: Use tools like Sprout Social to pinpoint when your audience is most engaged, then build a consistent streaming schedule around those peak times.
  • Focus on engagement: Live streaming is a two-way conversation. Break the fourth wall and interact directly with your audience so they become active participants, not just passive viewers.
  • Prioritize audio and visual quality: Live video doesn’t need to be heavily produced, but it still represents your brand. Invest in a good camera or phone, and always test your sound and connection before going live.

Optimizing your live streams

Start streaming, and let the data guide you.

Track your results to continuously optimize your strategy. Measure stream length against engagement rates, and analyze which content formats resonate best with your audience.

Take the guesswork out of your live strategy. Use Sprout’s ViralPost optimal send times to go live exactly when your audience is watching. Start your free trial today.