|LIVE NOW|: Meerkat Brings Streaming Video to the Masses
If you're a Twitter user, there's no question that over the past few weeks you've seen more than a few tweets starting with "|LIVE NOW|" from people you follow. Maybe you were curious and clicked the link to see what it's all about. Those who did stepped into the wide world of Meerkat, a new social network that's all about sharing what's happening — via live video.
Even though all social media outlets are really about sharing current events, and some even have given tools to do so with video, Meerkat is really the first to make live, streaming video available at large. While niche applications for certain markets (e.g., Twitch for gamers) have already existed, Meerkat makes it as easy as putting an app right on your phone.
It seems that Meerkat has reignited the frenzy seemingly gone dormant the past few years at the South By South West (SXSW) festival/conference around a "killer app." Once notorious for launching famous apps like Twitter in 2007 and foursquare in 2009, the past few years at SXSW have been fairly mundane when it comes to the app scene.
Really, with no rules on how to use the streaming social platform, it's up to you to decide how (or even if) Meerkat fits into your marketing or branding strategy. Because it's an open channel tied to Twitter, Meerkat can easily be used to give followers an eye into the behind the scenes of your business, or even make important announcements live. Akin to Snapchat, the content disappears when you've finished streaming, so keep that in mind. And if Meerkat doesn't fit into your brand or identity, don't worry about it, it doesn't need to. A more permanent tool like Instagram may be better for your needs. After all, it's better to be good at only a few social platforms than to be bad at them all.