Live streaming apps like Periscope and Meerkat have been taking the marketing world by storm. Learn how companies have taken advantage of this trend in their own business.
This form of social media is in its infancy. Periscope and Meerkat were both launched in March. Periscope is owned by short-messaging service Twitter and Meerkat by startup Life on Air Inc. Meerkat’s investors include cable and entertainment company Comcast.
Ordinary attention seekers use the apps to show friends what they’re doing — going to the beach, walking their dogs, hanging out at home. Companies, however, are using them to connect with social media-savvy customers. When businesses plan a stream, they give a heads-up on other social media like Twitter and Facebook, and when the stream starts, tweets automatically go out to their followers.
“Video is really what consumers are looking for and long for, and now you’re able to give it to them in real time,” says Peter DeLuca, T-Mobile’s senior vice president for marketing.
New twist, old idea
Companies have used live streaming for years with video conferencing, online services and smartphones. But by linking it to social media, they can instantly reach their hundreds, thousands or millions of followers.Like commercials during the Super Bowl, many streams aim to get people talking about a product or service. Some companies, particularly those with corporate customers, stream events like seminars and speeches.