I usually go live every week with my page - I interview industry experts and influencers. Some have sizeable followings, some don’t.
Go in with your eyes open:
- It won’t be a magic bullet that gives you 1,000 followers overnight
- It won’t get millions of viewers unless it is something incredibly viral
- It will probably need prep and prior advertising to your audience
That said, it is great for engagement, building a human connection, and networking easily with influencers. Instagram’s algorithm probably likes it behind the scenes as well.
Alongside the benefits others have mentioned above, going live alongside a massive influencer page might get plenty of viewers and followers as an added bonus. You can also download your video and use it for a YouTube video or podcast.
If you can plan around upcoming in-app monetization, even better!
In terms of views and follows as the only metric, I would always choose a well-crafted viral video. However, I don’t think that is what your aim should be with IG Live.