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Why Live Content Is Still Relevant
Social feeds are a snapshot but livestreams are the full picture, offering a refreshing change of pace. It’s unfiltered, unedited, and unpredictable, and that’s exactly what makes it relevant.
Live streaming builds trust by allowing audiences to engage with creators in real time. It brings back a sense of presence and spontaneity, creating moments that feel personal and communal. Whether it’s a quick chat, a behind-the-scenes look, or a product demo, viewers are drawn in by the feeling that they’re part of something exclusive.

<h2>How does TikTok Live Work?</h2>
TikTok Live has carved out a space for real-time engagement that feels dynamic and culturally relevant. The format encourages casual, interactive sessions that feel more like hanging out than hosting a presentation. It also benefits from TikTok’s strong discovery engine, which means live broadcasts can show up on both the ‘For You’ and ‘Following’ feeds, giving creators a chance to reach new viewers organically.
Live sessions on TikTok often spark conversation in the comments, allowing the host to respond directly to viewers, answer questions, or even adjust the stream based on what’s resonating in the moment. This makes live streaming not just an engagement tool, but a content tool, one that’s flexible, immediate, and rooted in audience interaction.
TikTok Creator Highlight: <a href="https://www.tiktok.com/@_ashbyflorence_">ASHBY</a> who utilised TikTok Live to push her viral Hamilton content to the next level, and cement herself in culture and trend.

What about Instagram Live?
Instagram Live offers a space for deep connection. It’s particularly effective for creators and brands who want to show up in a more personal, transparent way. Whether it’s a solo session or a collaborative broadcast with guests using the Live Rooms feature, Instagram Live is built for conversation.
One of Instagram’s biggest advantages is how it notifies followers when an account goes live. This direct line to your audience’s attention can be powerful, especially when the content feels meaningful. Many creators use Instagram Live to check in with their communities, run informal interviews, or give behind-the-scenes glimpses into their creative process or brand story.
And even after the live session ends, the content doesn’t have to disappear. Instagram allows you to archive and share live videos to Stories, Reels, or your main feed, extending their life and reach.

<h2>Going Live: Still Relevant, But More Intentional</h2>
While going live used to be a novelty, it&#8217;s now a more strategic choice. The most successful live streams today are thoughtful, intentional, and driven by audience value. It’s less about duration or production, and more about creating a moment that feels real and worth tuning into.
Live streaming works best when there’s a clear reason to show up, whether that’s to connect with your audience, share a story, discuss a trending topic, or just create space for open dialogue. Unlike polished video content, live sessions invite spontaneity, vulnerability, and authentic engagement.

Final Thoughts
So, is going live still popular? Without a doubt. But more importantly, it’s still impactful.
Live streaming remains one of the few formats where creators and brands can build trust, foster community, and engage audiences in the moment. Whether you’re using TikTok Live to start a conversation or Instagram Live to bring your audience behind the scenes, going live is still a valuable way to be present, not just online, but with your audience.
It’s not about the biggest production or the highest views. It’s about showing up, being real, and making space for genuine connection.
<a href="https://thenewgen.com/contact/send-a-brief/">Get in touch</a> with NewGen today to discuss how you can level up your social marketing.

Live Streaming: Is going Live still the IT girl?