New Instagram Rule Requires 1,000 Followers to Go Live, Limiting Small Creators

Instagram has introduced a controversial new rule requiring users to have at least 1,000 followers and a public account to access its Live feature, effectively barring smaller creators and casual users from live streaming. The change, confirmed by Meta to TechCrunch on August 1, 2025, marks a significant shift from Instagram’s previous policy, which allowed anyone to go live regardless of follower count or account status. This move has sparked backlash among small creators who rely on Live to connect with audiences and grow their presence.

A Blow to Small Creators

The updated policy means that public accounts with fewer than 1,000 followers, as well as private accounts, can no longer initiate live broadcasts. Users attempting to go live are met with a notice: “Your account is no longer eligible for Live. We changed requirements to use this feature. Only public accounts with 1,000 followers or more will be able to create live videos.” This restriction limits small creators’ ability to engage in real-time interactions, such as Q&A sessions, tutorials, or product demos, which are critical for building organic followings.

For many, the change feels like a closed door. “Instagram Live was my way to connect directly with my small audience,” said Priya Sharma, an independent artist in Mumbai with 800 followers. “Now, I’m stuck waiting to hit 1,000 before I can share my work in real time.” Social media platforms like X have seen an outpouring of frustration, with creators calling the rule “unfair” and urging Meta to reconsider.

Why the Change?

Meta has not provided a detailed explanation, but the company told TechCrunch the policy aims to “improve the overall Live consumption experience.” Several factors likely drove the decision:

• Cost Efficiency: Live streaming is resource-intensive, requiring significant server space and bandwidth. By limiting access to accounts with larger audiences, Meta may be reducing costs associated with low-viewership streams.
• Content Quality: Restricting Live to users with established followings could reduce low-quality or spam broadcasts, enhancing the platform’s reputation for professional content.
• Safety and Moderation: Live content is harder to monitor in real time. The 1,000-follower threshold may curb misuse, such as spam or inappropriate streams from throwaway accounts.
• Platform Alignment: The rule aligns Instagram with TikTok, which also requires 1,000 followers to go live. In contrast, YouTube allows live streaming with just 50 subscribers, and Twitch has no follower requirement.

Impact on the Creator Economy

The restriction poses a significant hurdle for small creators, particularly in regions like India, where grassroots influencers—home chefs, educators, and musicians—use Live to build communities without relying on paid ads. “For small creators, Live was a free, powerful tool to stand out,” said Anika Rao, a digital marketing analyst in Bangalore. “Now, they’re forced to focus on Reels or Stories, which don’t offer the same real-time engagement.”

The change also risks alienating casual users who used Live for personal connections, such as chatting with friends or sharing milestones. While these users can still use Instagram’s video call feature, it lacks the discoverability and reach of Live broadcasts.

Industry Context and Backlash

Instagram’s move comes amid broader efforts to refine its platform. In April 2025, the company raised the minimum age for Live to 16, aligning with YouTube’s policies and reflecting a focus on safety. However, the follower threshold has drawn sharper criticism. On X, users have called it a “paywall for creativity,” arguing that it favors established influencers and pushes new creators toward buying followers—a practice Instagram penalizes.

Comparatively, other platforms remain more accessible. Facebook requires only a 60-day-old account and 100 followers for Live, while Twitch’s zero-follower policy makes it the most inclusive. The divergence highlights Instagram’s shift toward prioritizing larger audiences, potentially at the expense of its grassroots creator base.

What’s Next?

Meta has not indicated whether the rule is permanent, but the updated Instagram Help Center confirms its immediate enforcement. Small creators now face the challenge of reaching 1,000 followers organically, a process that can take months without significant investment in content or promotion. Some speculate that Meta may introduce monetization incentives for Live, further favoring established accounts.

As the creator economy evolves, Instagram’s decision underscores a broader trend: social media platforms are increasingly prioritizing efficiency and professionalism over accessibility. For small creators, the path to visibility just got steeper, prompting many to explore alternatives like YouTube or Twitch to connect with audiences in real time.