Earlier this month, Periscope – Twitter’s live streaming app – boasted it had over 10 million users. A phenomenal figure, given the platform’s short life of just six months (or perhaps not, given the fact the social media platform fads seem to grow faster by the day).
This news got me thinking about a blog I wrote back in April about the emergence (and anticipated battle) of live streaming platforms Meerkat and Periscope, and what live streaming direct from a smartphone or device could mean for a brand’s B2B marketing. So where are we now? Who’s winning the war between Meerkat and Periscope? And has live streaming revolutionised the way brands are communicating with their customers?
The first round seems to point towards Periscope. Driven by the online might of its parent company, the platform has amassed an impressive user count, with a Digital Advertising Report from Adobe showing that it has consistently higher usage rates than its furry eared rival. And despite claims from Meerkat’s owner that its users are more engaged than ever, this engagement appears to be driven by a loyal customer base that isn’t growing nearly as fast its competitor.
So why is Periscope pushing ahead of the live streaming game, especially when it comes to marketing?
- Delays: The success of mass live streaming was always going to hinder on speed. Buffering is the enemy. And unfortunately for Meerkat, its 30 second delay is 30 seconds too long for ‘real-time’ broadcasting
- Replays: Periscope enables users to review and watch a recording of a live stream 24 hours after the event. This appeals to B2B marketers who want to maximise the content across the day, assimilating the link across social media channels
- Performance: Periscope provides instant analytics after a live stream to determine how well a stream performed by measuring its engagement. In the fast-paced era of agile marketing, that report is vital. Content creators can change strategy mid-game if it isn’t working
Has it revolutionised the way brands are communicating with their customers?
Er, kinda. Many brands are still trying to work out how to properly maximise its capabilities, build into their communications strategy and commercialise the proposition.
However, there has been some great ideas such as the British Museum giving a live tour and the mighty West Ham football club streaming an open training session to DKNY and Marc Jacobs giving sneak peeks into their respective closets.
Has your business tried out Periscope or Meerkat yet? Let us know your experiences below.