Much has been made of the rise of Meerkat and Periscope. While there are key differences in the platforms, matters more is how they can be used to create compelling experiences in a way that weren’t possible before. Here’s why brands should pay attention.
Ephemeral & Instant
With the rise of messaging platforms like Snapchat, Twitter and Instagram, there is voracious appetite for content that’s happening right now. Social media is now bringing people together in real time as events are happening. Being first to get access to content makes consumers feel rewarded.
Unscripted & Uncut
Consumers are used to highly polished brand content, be it stills, copy or video. Livestreamed video is raw, an approach that feels authentic and real. Using the same tools as consumers is the common denominator that brings consumers closer to brands.
Full Undivided Attention
Unlike archived video on YouTube or even Instagram, livestreamed video commands more consumer attention. There is no way of previewng the content in advance, and the surprise of what unfolds is what keeps viewers watching.
It’s an Occasion
Because it’s fleeting and the chance of catching something live is rare, the bar for livestreamed video is getting higher. Scheduling within Periscope lets users plan around the event and invite others to watch. This also enables brands to create demand and anticipation.
Direct & Personal
Mobile is the most intimate device for media consumption. Livestreaming through Periscope enables direct, live feedback through likes and comments all within the app.
Unlike Vine or Instagram, which have short (6/15 second) loops, there is no time limit on how long you stream on Periscope. This enables much more flexibility to cover longer form events.
Periscope video is also archived within the app for playback, should consumers wish to watch it again or miss part of it. Meerkat currently lacks a playback option, so once the stream is over, there is no opportunity to re-watch it.
Because Periscope is owned by Twitter, brands can build upon the infrastructure many brands have created for the platform. We also believe there will be paid media opportunities to promote Periscope scheduled streams in advance, to further broaden consumer reach.