Instagram is quadrupling the time limit allowed for live video streams on its platform and adding a new feature that empowers users to archive their IG Live broadcasts for up to 30 days.

Both developments are potential boons to marketers and present opportunities for professionals in the promotional products industry and beyond.

Going forward, Instagram will let livestreams last up to four hours. Previously, there was a 60-minute time limit. The added uninterrupted streaming time opens the door for expanded live broadcast events – from musical concerts to virtual trade shows – for which promo firms can provide branded merchandise.

It also empowers marketers in promo to host longer live events and educational offerings, like webinars and live-cast interviews with thought leaders on topics that matter to target market verticals.

🌟3 updates about Live🌟

🎥You can now go Live for up to 4 hours

🎞You can save your Lives for 30 days before they delete

📺 You’ll start seeing a “Live Now” section in the IGTV app and on Explore so you can discover more Lives pic.twitter.com/0wipQJXr1F

— Instagram (@instagram) October 27, 2020

The longer livestreams “could help people such as instructors (yoga, fitness, schoolteachers etc.) who had to pivot to virtual classes, budding musicians, artists, or activists hosting discussions with fellow peers engage with their audience with no interruption from a 60 min time limit,” Instagram says.

Additionally, Instagrammers will now have the power to archive livestreams. Previously, users could download an IG Live after it finished, but they’d only get the video – none of the comments or Likes. But now, the video, along with its Likes and comments, will be included on an archived stream, which provides “more options for your streamed content and … another avenue for potential promotion,” according to an analysis from Social Media Today.

In another development, Instagram is updating its “Live Now” section within IGTV. Once a user engages with IG Live content, Instagram will feed them additional similar streams. That could help more prospects from your target audience discover your streams.