Instagram, owned by Facebook Inc (NASDAQ:FB), has unveiled a live broadcasting feature which enables users to show their followers what they are up to in real time. At present, the new feature is restricted to users in the United States but a global rollout is expected in the coming weeks. The feature will be accessible in the Stories part of the Instagram app. The announcement of Instagram’s Live Video feature was first made a month ago.

Lack of differentiation

In what has been criticized as cloning SnapChat, Instagram already has a Stories feature that enables users to upload disappearing videos and pictures. But unlike in SnapChat where videos and pictures disappear after a relatively shorter period of time, the videos and pictures in Instagram disappear after 24 hours. Another criticism of the new feature is that it lacks a game-changing differentiating factor when compared to Facebook Live, Snapchat and other social media apps which boast of live video as a feature.

When a user goes live, followers will get alerts and notifications. But unlike the cases of SnapChat and Facebook Live where videos can be archived to be viewed later, Instagram Live will only offer real-time viewing meaning once the broadcast is over, the video will disappear for good.

Users of Instagram will also have the ability to browse live videos while they are being broadcast even if they are not already following that particular user. Also, users will have the ability to either enable or disable comments.

New version of Instagram app required

To view a Live Video on Instagram Stories, users just need to get to the Explore tab and pick ‘Top Live’. That selection will present the live videos that score the highest in popularity at that particular moment. At the top of the feed, users will be able to view anyone who is broadcasting live. Users will, however, be required to have installed the latest version of the Instagram app in order to enjoy the new features.

Facebook fell 1.60% in Monday’s trading to close at $117.77 a share.