By zhiyuan on May 25, 2015
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Marketers always get excited when new tools become available to them, something that happens quite often due to the constant advancements being made on a daily basis.
The problem is that many of these new tools require marketers to work on new platforms. For example, whenever a new social media platform is released that has promise, marketers must start from scratch and build a user base out of a small list of growing users.
This is why the launch of the Meerkat and Periscope apps have caused such a stir – they are integrated with Twitter, which means you most likely already have a built-in audience.
At their most basic, Meerkat and Periscope are live video streaming apps. They allow Twitter users to broadcast video as well as watch video from all over the world. This is a huge deal for a number of reasons:
In the first quarter of 2015, there were roughly 65 million active users on Twitter in the United States alone. Worldwide, there are more than 100 million Twitter users that log in every day! This means that Meerkat and Periscope both present marketers with incredible new marketing opportunities.
While the Meerkat app came out first, the Periscope app was launched soon after. Both were small startups, although Periscope was bought by Twitter. Periscope is currently the more popular app – not too surprising considering it has Twitter’s backing. The following are the differences between the two apps:
Being able to post live streams on Twitter opens up a ton of possibilities. Meerkat and Periscope marketing allows you to stream live product unveils, live events, live product demonstrations and much more. The following are examples of Meerkat and Periscope marketing techniques:
Game of Thrones is one of the – if not the – most popular shows on TV at the moment. Meerkat recently live streamed the red carpet event for the show’s premier. What’s so unique about this? Red carpet events are rarely viewable in full – people are only exposed to small clips of red carpet events on entertainment shows. The live stream not only allowed thousands of people to watch the red carpet event but to interact with everyone else who are following the event in real-time.
Twitter users were posting thousands of comments as they engaged with what they were seeing, they also posted questions that were asked to the actors attending the event. This kind of live interaction can be absolutely invaluable to marketers.
In addition to being a showcase on how popular a live event can be if live streamed, this Game of Thrones live stream also shows how a Q&A session can work. Meerkat and Periscope marketing is a fantastic way to engage with users in real time.
— Official smart USA (@smartcarusa) March 31, 2015
— Jaguar USA (@JaguarUSA) March 31, 2015
— Nissan (@NissanUSA) April 2, 2015
— Toyota USA (@Toyota) April 2, 2015
A great example of a product unveiling is the unveiling of four new cars at the New York International Auto Show via both Meerkat and Periscope. Four different brands decided to unveil new models through the apps, including Jaguar, Mercedes, Nissan and Toyota.
Viewers of these livestreams were treated with not only the unveiling of these models but also real time tours of their interiors, behind the scenes moments, interviews with CEOs and more. This example shows how you can use Meerkat and Periscope marketing to unveil a new product and provide answers in real time to users watching the stream.
Meerkat and Periscope are also great opportunities to demonstrate your products or services to users.
Take for example Embers Studio. A graphic artist spoke about his t-shirt designs as well as provided information about designing icons and stock images. He took questions about his industry as well as his products and ended up not only selling t-shirts during the livestream but also taking several requests for custom orders.
— jimmy fallon (@jimmyfallon) March 18, 2015
Tonight Show host Jimmy Fallon is at the top of Meerkat’s leaderboard because he uses the app in order to broadcast behind the scenes moments of his show, including live rehearsals of his monologues, scenes from his desk and even moments of him playing Mario Kart!
Not only does this make users feel privileged, like they are being let in to a world that no one else has access too, but it helps to increase his audience since users who catch these livestreams are more likely to be interested in checking out his show if they don’t already.
— Jeb Bush (@JebBush) March 19, 2015
Politicians need to market themselves to, and Jeb Bush has already jumped on the opportunity to use Meerkat as a way to broadcast political speeches. This is an incredible way to increase exposure of your ideas to the masses.
As you can see, Meerkat and Periscope marketing techniques are already being used in a number of successful ways. One of the biggest advantages of the two apps, besides the fact that online users love video, is that livestreams are only available to view once (or in Periscope’s case, for 24 hours), this makes each livestream a must-see broadcast that helps drive urgency, since users can’t just wait until later to watch it.
Updated: 23 July 2017
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