Previous blog posts have talked about using video as an effective tool for digital marketing and why using videos are beneficial to other methods. Live video streaming has been in the spotlight recently with the launch of new social media apps Meerkat and Periscope. The basic function of these apps is quite simple. It basically allows users to stream live video from a mobile devise for other users to see. The videos can be streamed directly to twitter, allowing other users to subscribe, attend the live video streams and have live real-time interaction. The idea is very basic yet it took the social media world by storm.

Meerkat was launched first at the SXSW festival in March, picking up hundreds of thousands of users (Johnson, 2015). A week later Periscope was launched, which was Twitters answer to Meerkat. Twitter acquired Periscope back in January for a reported $100 million (Newton, 2015). Periscope has the added benefit to Meerkat in that live stream broadcasts can be viewed up to 24 hours after they end. Regardless both apps provide massive opportunities for Companies. Especially now as real time social interaction is more important than ever. The apps will allow companies to engage with their customers in a human and transparent way that tweets and Facebook posts simply cant contend with (Noyes, 2015)

Although it’s a new medium or re-emerging medium for marketing, there are a few creative ways that it can be incorporated into a company’s marketing strategy:

• Demonstrations- videos are a great way for companies to demonstrate their products to their consumers. With either of the apps, companies can release videos monthly, weekly and even daily to keep consumers engaged and build audience interaction.

• Events- if a company is hosting an event they can live stream the event. This will be very useful as not everyone can attend events whether it’s a talk or presentation. Companies such as Apple can benefit from Meerkat or Periscope, as they are well known to have live events that are normally viewable on desktop computers of laptops.

• Product Launches- both apps can really come into their own, in terms of long awaited product launches. Again using the example of Apple, every time a new product is launched it can be streamed and users can utilise the live twitter integration and real time interaction.

• Promotions and deals- Companies can offer their consumers exclusive promotional codes and discounts that can only be accessed by tuning into the videos. Consumers will be engaged and will keep coming back for new exclusive offers.

• Interviews- companies can do live Q&A’s with their consumers. The apps will allow companies to show their human side and really interact and engage with their consumers.

(Francis, 2015)

These are only a few ways of many on how companies can use Meerkat or Periscope as a part of their digital marketing strategies. Both apps are still in their early days but both have huge potential to grow into social media powerhouses. The next big challenge for companies in terms of marketing is to think outside the box on how these apps will benefit them. It is a new medium meaning not many companies will know how to use them. Companies must have the creative capacity. Companies such as Red Bull and Starbucks have already made accounts and started using the apps for content marketing (Johnson, 2015) but it’s too early to judge whether it will be a success. Additionally both being relatively new apps means not many people will know about the apps. People may be reluctant to download the app. This could mean that companies marketing efforts may go to waste if there is no one to target or focus on. Robles (2015) describes brands that are early adopters as guinea pigs after a few brands failed with the apps.. But as already mentioned it is still the early days and companies should keep a vigilant eye to see when will be the best time to incorporate these apps for their marketing strategies.

References

Francis, A. (2015). Eight ways brands can add Meerkat into their marketing mix. Available [online] at: https://econsultancy.com/blog/66244-eight-ways-brands-can-add-meerkat-into-their-marketing-mix/. Last accessed: 28 March 2015.

Johnson, L, et al. (2015). Marketers weigh in on Periscope vs. Meerkat. Available [online] at: http://www.adweek.com/news/technology/marketers-weigh-periscope-vs-meerkat-163691. Last accessed: 28 March 2015

Newton, C. (2015). Meerkat is a little app that’s turning live video into a big deal again. Available [online] at: http://www.theverge.com/2015/3/9/8164893/meerkat-live-video-streaming-twitter-yevvo-periscope. Last accessed: 28 March 2015.

Noyes, K. (2015). Why Meerkat and periscope are the next big challenge for marketers. Available [online] at: http://www.computerworld.com/article/2903312/why-meerkat-and-periscope-are-the-next-big-challenge-for-marketers.html. Last accessed: 28 March 2015.

Robles, P. (2015). Madonna’s meerkat failure shows the risk of early adoption. [Online] available at: https://econsultancy.com/blog/66297-madonna-s-meerkat-fail-shows-the-risks-of-early-adoption/. last accessed: 30 April 2015.