Instagram Live Video Ads Go Generally Available. Korea Soft: Meta Cites 24× Viewers and 2.7× ROAS.

Meta is selling Instagram Live as Partnership Ad inventory.

On 15 September, Meta for Business posted that Live video ads — already running on Facebook — would expand to Instagram with general availability beginning 29 September. Paired with Partnership Ads, the format lets a brand amplify a creator's live content beyond the creator's followers, turning the stream itself into the creative. Meta framed the move inside its IAB Global Creator Week stack: a globally expanding Creator Marketing Hub, Facebook creators added to the Creator Marketplace API, and Partnership Ads coming to the Meta Ads MCP connector.

Treat the commercial terms as company-announced product rules, not a negotiated brand or creator deal. Meta's Ads Manager help centre documents how advertisers create Instagram Live video ads before or during a broadcast under Sales, Traffic, Leads, or Engagement objectives, with Live video as the conversion location and Advantage+ placements defaulting to Instagram Stories, Reels, and Feed. Trade write-ups including Marketing Dive (Sara Karlovitch, 17 September) and MediaPost (Colin Kirkland, mid-September) match Meta's Partnership Ads framing: the brand buys paid reach on the creator's live, not a separate video asset.

South Korea is the soft-launch scoreboard. Chosun Biz reported on 30 September that Meta said it would officially launch Instagram live broadcast ads in Korea that day. Meta-attributed figures in that report: campaigns spending $100 or more drew about 24 times more live viewers than the same stream without ads; across 25 measured results, applying the ads lifted purchase volume 17.1% and returned 2.7 times ad spend. Chosun also carried Meta's Korea eligibility floor — professional or creator accounts with at least 1,000 followers — and said there are no separate sales or transaction fees beyond standard ad rates. Stories placements play the live for up to 15 seconds; Reels and Feed keep streaming until the viewer scrolls. Pilot partners named in the Korea write-up: Dyson and eBay Japan's Qoo10 Japan. Those numbers are Meta-cited for the Korea launch context; they are not a U.S. GA performance pack.

What still is not public for the creator desk matters as much as the GA date. Meta has not disclosed how creators get paid when a brand runs a Partnership Ad against their Live — fee, revenue share, or organic-only amplification under an existing partnership contract. It has not published a market-by-market timetable for every Ads Manager surface, and AdSTARS noted the same gap before Q4 planning. It has not said whether Korea's 1,000-follower floor travels to other markets. And it has not said how paid-promotion disclosure travels when a sponsored Live is pushed into non-follower feeds as an ad.

Until those schedules and commercial terms show up in Ads Manager or a creator product note, the hard public facts are Meta's 15 September post and the 29 September GA window: Instagram Live becomes Partnership Ad inventory, Facebook already had the format, and Korea Soft's Meta-cited pilots put 24× viewers and 2.7× ROAS on the board for one market.