Meta Launches Instagram Live Ads in South Korea — Live Viewership Up to 24x Higher – BigGo Finance

Meta officially launched a new feature in the South Korean market on the 30th that converts Instagram Live broadcasts into advertising placements. The core value proposition is exposing real-time broadcasts to high-intent potential customers without being constrained by follower relationships.
The newly introduced “Live Broadcast Ads” go beyond the existing limitation of Live features, which primarily attracted viewers among connected followers, by extending reach into general user segments through audience targeting. Advertisers can instantly leverage an ongoing live stream as an ad without producing separate creative assets.
Eligibility requires a professional or creator account with at least 1,000 followers. The feature is accessible through three channels: Ads Manager, Meta Business Suite, and the Instagram app. No separate fees are charged for sales or transactions conducted through live broadcasts, and ad pricing follows the same standards as existing regular ads.
Advertisers can run reminder ads before a broadcast begins, prompting interested users to signal intent to participate and receive broadcast notifications. During the broadcast, external links to websites, apps, or WhatsApp can be inserted to drive visits to specific pages and purchase conversions.
Ad placements appear across key Instagram surfaces — Stories, Reels, and Feed — while the broadcast is live. In Stories, ads play for up to 15 seconds before ending; in Reels and Feed, playback continues until the user scrolls away. After the broadcast ends, detailed performance metrics including reach, impressions, and video views are provided to measure campaign effectiveness.
According to internal research released by Meta, businesses that ran Live Broadcast Ads with budgets of $100 (approximately 140,000 won) or more saw live viewership increase roughly 24-fold compared to those that did not run ads. Across 25 performance measurement studies, purchase volume rose 17.1%, and return on ad spend (ROAS) climbed as high as 2.7x.
During the South Korean pilot phase, Dyson and Qoo10 Japan — the e-commerce platform of eBay Japan — participated as pilot partners. Kim Woo-sung, performance marketing manager at eBay Japan, said, “We expect the diverse capabilities of Instagram Live Broadcast Ads to drive deeper and more dynamic interactions with consumers.”
The launch is interpreted as part of Meta’s strategy to strengthen its position in e-commerce by combining live commerce with advertising. Instagram has already focused on expanding ad revenue through short-form content such as Reels and Stories, and Live Broadcast Ads add the differentiating element of real-time interaction.
Notably, the ability to convert existing live broadcasts directly into ads without producing separate creative assets is seen as a factor that lowers entry barriers for small and mid-sized brands and creators. Sellers who were already showcasing products through live broadcasts can now expand their reach without additional cost burdens.
South Korea is regarded as a market with high Instagram usage rates and strong interest in live commerce. Meta’s decision to select South Korea as one of its key launch markets appears to reflect these market characteristics. As advertisers’ actual campaign executions and performance data accumulate, the market traction of Live Broadcast Ads is expected to become clearer.
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