Meta has rolled out a new advertising feature that allows brands to promote creator-led Instagram Live broadcasts as paid video ads. Announced on October 2, 2026, the update expands existing tools by enabling advertisers to amplify live content from creators directly within the Instagram ecosystem. This means a brand can now take a live stream hosted by a creator and turn it into a sponsored ad placement, increasing its reach beyond the creator’s immediate audience.

The feature is designed to strengthen collaboration between brands and creators by making live content more discoverable through paid promotion. Creators retain control over their live broadcasts, while brands gain access to authentic, real-time engagement opportunities. This approach aligns with Meta’s broader strategy to support creator monetization while offering advertisers more native, engaging ad formats.

For creators, this development presents a new revenue stream without requiring them to produce additional sponsored content outside their regular live streams. Instead, they can continue creating as usual, with the option for brands to boost those sessions through ad spend. The model supports transparency, as the origin of the content remains tied to the creator’s account.

Industry observers note that this move reflects growing demand for authentic, real-time marketing in the creator economy. By integrating live video into paid ad options, Meta aims to bridge the gap between organic creator content and scalable brand reach. Further details on eligibility, rollout phases, or revenue sharing have not been disclosed in the initial announcement.