Live is the most human you can be on Instagram
Going Live is intimidating for a lot of small business owners, and I get it. There's no edit button. But that's exactly why it works: it's the most real, unpolished version of you, and people trust real. A contractor walking a job site Live, a salon owner answering hair questions in real time, a baker decorating live, these build connection that a polished post can't.
The trick is that 'unpolished' doesn't mean 'unprepared.' The best Lives look casual but are actually planned. Here's the four-step prep I'd run through before any Live, whether it's your first or your fiftieth.
Step 1: Decide your topic
Pick one clear topic before you go Live. Not 'social media tips,' but 'three mistakes I see local restaurants make on Instagram.' The narrower, the better. A specific topic keeps you from rambling and gives people a reason to stay.
Write it down in one sentence. If you can't fit it in a sentence, it's too broad. A bakery might go Live on 'how I price a custom cake.' A plumber might go Live on 'the most common call I get in winter.' One topic, one sentence.
Step 2: List your main points
Jot down three to five points you want to hit. You don't need a script, just a mental map so you don't freeze or wander. Think of it as bullet points on a sticky note, not a teleprompter.
For a 'three mistakes' Live, your points are simply the three mistakes, plus a quick example for each. Having them in front of you means you can glance down, stay on track, and still sound natural.
Step 3: Rehearse your intro
The first ten seconds decide whether people stay. Rehearse your intro out loud a couple of times before you go Live. Say who you are, what you do, and what they'll learn, then jump in.
'Hey, I'm Evo, I help small businesses show up online, and today I'm breaking down three Instagram mistakes I see local shops make.' That's it. Clear, quick, and it tells the viewer exactly why they should keep watching.
Step 4: Give it a short, clear title
Your Live title shows up in notifications and on your profile, so make it count. Keep it short and specific. '3 Instagram Mistakes Local Shops Make' beats 'Going Live.' The title is what gets people to tap in.
Once you've got your topic, points, intro, and title, you're ready. You don't need perfect lighting or a studio. You need to know what you're going to say and to actually hit the button.
A few things that make Lives easier
Tell people you're going Live ahead of time, in a Story or a post, so they show up. Have a glass of water nearby. If no one joins right away, talk anyway, the recording lives on and people will watch later. And end with one clear call to action: 'DM me if you have a question' or 'follow for more like this.'
Don't worry about the viewer count while you're talking. Even five engaged people watching a Live is more valuable than five hundred scrolling past a post they'll forget. Show up. Be useful. Be yourself.
Frequently Asked Questions
How long should an Instagram Live be for a small business?
Ten to twenty minutes is a sweet spot. Long enough to deliver real value, short enough that you don't lose people. It's better to end with people wanting more than to drag on past the point.
What if nobody watches my Instagram Live?
Go Live anyway. The recording stays on your profile as a video people can watch later, and consistency is what builds a Live audience over time. Promote it beforehand and the viewers will come.
Want this handled for you?
I take social media, content, and websites off your plate so you can focus on running your business. Here's where to start.