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Publishers believe in Instagram’s live video potential

The live video market got a little more bloated this week, but that hasn’t deterred publishers from adopting the latest product in the space.

On Monday, Instagram rolled out its live video feature to all U.S. users. Publishers told Digiday that they plan to use Instagram Live to give followers a behind-the-scenes look at how their content is made and to promote Facebook campaigns. Some publishers planned to create original content for the new feature, while others have simply repurposed video streams they were already using for Facebook Live.

“This is just giving those people [on Instagram] the option to get into live programming,” said Maia McCann, LittleThings editor-in-chief. “Everyone has their favorite social media platform, this is just another space to put live content.”

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