Social media transformed the way we all look at, read and interact with content. We share our daily interactions at a rate never before seen, from what we ate for breakfast to the birth of a new child. Over the last three months we’ve seen the content envelope pushed even further with live streaming mobile applications from Periscope and Meerkat. Live streaming began its moment in the sun by Twitter acquiring the Periscope app for upwards of $100 million dollars, beginning its head-to-head battle with rival app Meerkat.
As content creators and storytellers we are constantly looking for ways to reach our audience in new and engaging ways. Twitter’s Periscope and Meerkat present us with these new opportunities—and the data backs this claim.
The top factors driving interest in live streaming apps are:
- It’s an easy way to share live events in real time – 43%
- It’s a new way to see what’s going on in the world – 42%
- People’s general interest in tech innovation – 39%
Beyond telling a story, live streaming creates new opportunities to deliver content and engage audiences from where they are—conferences, community events and policy briefings.
The defining event that pushed live streaming apps, specifically Periscope, to the wider audience was the blockbuster Mayweather vs. Pacquiao fight. Many people were not willing to cough up the $100 price tag to watch the fight on Pay-Per-View, instead turning to Periscope, a trend likely to displease HBO and Showtime.
Further amplifying the significance of live streaming, Twitter recently partnered with Hacehette on author videos. The #WhereIWrite series ran throughout the month of April with a Hachette author live streaming from the place where they write. Readers were encouraged to join in live by downloading the Periscope app and following the author. The campaign demonstrated the ability to capture the audience’s attention and stir engagement all while increasing brand recognition of the author and publisher.
In the coming months we can expect to see more agencies introducing campaigns on behalf of their clients as well as politicians using the platform as a way to portray themselves as authentic to the American people.
Content marketers alike would all agree the new crop of apps popping up is providing even more opportunity to push the limits of brands and campaigns. You should be asking yourself, how does live streaming fit into my content plan? Can we live stream an event, photo shoot or creative in action? ‘
When a content idea is decided, the next set of questions should identify who the audience is, what the objective will be and if any new policies will need to be put into place.
Brands are constantly looking for new ways to put a warm, human feel/touch to their identity and these live-streaming apps allow the behind-the-scenes people and employees to have their own live channels for representing their brands. At the end of the day, these new live stream apps remind us that the only constant in social media is change. Do you have thoughts or predictions with how Periscope and Meerkat will be used? Share it with us at @PennaPowers on Twitter.