Instagram Live offers businesses an unedited and interactive way to connect with current and potential customers, humanizing their brand and allowing real-time interactions with followers. To approach Instagram Live in a strategic way, businesses should ask themselves what value they can provide to their audience that hasn't been shared before, what information would support purchasing decisions, and what types of conversations will excite and engage their followers. Different types of Lives, such as Q&A sessions, interviews, and series, can drive different actions, and logistics like scheduling, visuals, guests, length, preparation, starting with a hook, having an objective, and aiming for connection rather than perfection are crucial to hosting engaging Instagram Lives. Ultimately, great Instagram Live doesn't need to be perfectly polished or planned out, but rather shows the human side of the business and deepens connections with the audience in real-time.