Within the social media timeline of events, live streaming is not exactly new. Online audiences have had the option to go live on YouTube since 2011. Facebook, Twitter, and Instagram followed suit in 2016. LinkedIn was last to hop on the bandwagon - their live streaming feature debuted in early 2019.According to Nielsen, the popularity of live streaming is on the rise, with studies showing an increase in usage - from 25% in 2017, up to 42% in 2018. But even for companies active on social media, live streaming is commonly underutilized. It took the COVID-19 lockdown for many businesses to finally