Fashion brands are growing their Instagram Live viewers. With most retail locations shut down, brands and influencers are taking advantage of Instagram Live to reach shoppers, and views on the feature have doubled in the last month. Apparel brands have ramped up their livestream content, tapping content creators and founders to be guests. While the goal is to drive some sales, it’s mainly to keep followers engaged and the companies “at the top of mind” during times of isolation. American Eagle has seen an over 100% increase in Instagram profile visits and has been airing after virtual school hours to “reach its Gen-Z audience,” while Lively’s Instagram followers increased 140%. (Glossy)
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