Live From Your Brand … It’s Saturday Night! Live-Streaming for Marketers
Video has always been a "killer app," even before apps really came along. In marketing, it's reassuring to see another person's face and hear their voice. As the concept of content marketing came along, video was rolled into that, as well. Storytelling on film and through powerful video ads are other ways that video can help make the sale.
And while television certainly has existed for some time, live video is something that remains out of reach except for all but the very largest marketing budgets. Recently, at this year's South by Southwest (SXSW) conference, the very latest "hot app" is yet another incarnation of video. While "Meerkat" may make you think of sub-Saharan African mammals, you might want to take a minute to acquaint yourself with Meerkat—the app.
Making streaming, live video available right from the palm of your hand via smartphone, Meerkat—and Twitter's own in-house competitor Periscope, to a lesser extent—can push a tweet out to your followers to let them know that your stream is live, along with a link where they can watch whatever it is that you're sharing.
We're still in the early days, so the full potential of live-streaming remains to be seen for the most part. That doesn't mean that the technology isn't being adapted, however. Earlier this month, Meerkat said that its userbase is growing by 30 percent, daily. Even though they don't publish live stats on how many users they have, doing the math from previous figures gives a rough figure that's impressive for an app that is hardly a month old.
Is Meerkat a good choice to add to your marketing mix? Tough to say. If you've got a very engaged group of Twitter followers, then you'll probably be able to make a solid splash into the live-streaming pool. Capitalizing on fear of missing out (FOMO), or giving peeks behind the curtain of what you do can make your audience more interested and engaged. But it's not for everyone. Think carefully and have a strategy—as you should with any social media platform you might want to use.