The latest is Instagram, as its roughly 78 million users in the U.S. can start employing the feature today if they update their app. The live video will appear in Instagram Stories, where folks can swipe and toggle into live mode. Facebook-owned Instagram announced the feature last month.
"Your live video disappears as soon as you're done recording, so you can feel comfortable sharing what you want, anytime," an Instagram rep explained via email.
It will be interesting to see whether many brands invest time into using the feature—especially since they've only recently started getting accustomed to assigning personnel to test out Facebook Live. Not to mention that live video is also available on YouTube Live and Twitter-owned Periscope, and industry watchers believe it's a matter of time before Snapchat offers the same feature.
Meanwhile, check out Instagram's introductory online spot for live video.