Social media’s original promise to help people connect with their circle online, eliminating problems caused by distance and jetlag, has evolved in unexpected and complex ways. From anxiety-inducing comparisons and hyper-curated realities to the disproportionate power of wealth in shaping discourse and trends, online spaces can be a wild west of algorithmic echo chambers. Perhaps because instant interaction allows for a more “in-person-like” feel; one long-standing feature is seemingly taking off: The livestream.
The rise of live content is noticeable on platforms like TikTok, where it has an extensive user base and is gaining daily traction. This feature is used in various ways: inviting co-hosts to the livestream, simulating FaceTime conversations in front of an audience, serving as a debate arena, or even airing personal conflicts. After all, drama is the best source of entertainment, and creators, who often receive monetary benefits from going live, know this well. Businesses are also leveraging live streams to showcase products, interact with viewers by answering questions, and promote sales through TikTok Shop where available, all while entertaining potential customers. Notably, the platform takes a cut from both Shop sales and monetary gifts given to creators during live sessions, which explains TikTok’s encouragement of this feature.
As Gen Alpha takes a noticeable backseat on social media, seemingly valuing online anonymity, their extensive use of Roblox and its live voice chat feature indicates that their desire for online connectivity is simply taking a different form than previous generations. Roblox, a virtual universe where users can play and create a wide variety of games with others online, has a user base where 60% are under the age of 16.
Other examples of growing live platforms include Twitch, a live streaming platform primarily focused on gaming, where users broadcast themselves and interact with viewers in real-time, fostering community interaction through chat features (which is why you might have noticed creators referring to their followers as “chat” in their in-feed content.) The platform has expanded to also include live streams of art, music performances, and even talk shows. Brands have started using the platform to showcase products, run promotions, and host events, fostering brand awareness and driving engagement among a tech-savvy demographic.
In conclusion, the evolution of going live reflects human’s innate desire for authentic, immediate, and interactive experiences, even in the digital age. While traditional social media fosters curated content, live formats offer real-time connections that bridge the gap between creators, brands, and audiences by prioritizing spontaneity, community, and direct engagement.
