Digital is beckoning you to see the world through other people’s eyes—literally. With the recent introduction of Meerkat and Periscope, two apps that integrate with Twitter for real-time video streaming, just about anything in the world can be digested as if one was right next to the action via your iPhone.
Just as with any headline grabbing social-oriented software product launch, big-box brands, social media gurus, and internet fiends are rushing in droves to take advantage of this widely accessible next step in digital media. Its power is undeniable—taking live un-tampered video to a global platform like Twitter, breaks down just about every barrier between a brand and its audience. No special pass, expensive subscription, or clunky third party web based service needed.
As its power continues to be discovered, what it demonstrates is a maturation of social media in multiple aspects. Additionally, the app’s immense popularity and press coverage serves as a signal comprised of both opportunity and hesitation. Use it well, and you’re on the forefront of a digital media revolution. Use it carelessly, and risk becoming the laughing stock of your industry. Not to mention you’ll likely lose your marketing department an opportunity and budget to continue testing digital tools.
It seems silly to come out of the gate with “effective, actionable marketing tips,” as it’s not simply a new product—live video broadcasting is in the early stages of what could be a major shift in the way we view and experience the world, or maybe not. Here are some of our initial thoughts and a few insights on approaching the medium as a marketer:
If you’re still trying to ignore mobile, you’re 15 steps behind the game.
Both Meerkat and Periscope demonstrate a migration to mobile and real-time in its truest form. While there are capabilities and options to stream desktop, with over 1.3 billion smartphones shipped last year alone, our heads aren’t coming up to view the horizon anytime soon. If you need to make the jump to mobile-specific marketing, you should’ve done it yesterday.
Agencies need to be adaptive to real-time.
The best opportunities to capture a point in time for the entire world to experience with you are often instantaneous, and capitalizing on them requires a certain “boots on the ground” presence. Help your clients by advising on best practices, maybe even run through a streaming tutorial with them. That way if an immediate opportunity arises, but you can’t be there to capture its value and appeal, you can easily coordinate with your client to do so. Provide the value and power of knowledge, and know when to activate it.
Tech is becoming more democratic.
No, it’s not voting for Hillary. What I mean by this is simply that the most innovative capabilities and their respective apps, software platforms, etc., are going in the direction of free—as opposed to paid—models. Now even a digital window to the world comes at no cost, whereas in the past expensive streaming companies were the only options to deliver real-time experiences to people all over the world.
Read the rest of Constance’s blog at theabbiagency.com.