September 18, 2015
/ by Katie Gaab
In March, live video streaming apps Meerkat and Periscope launched, shifting the PR and marketing world yet again. With Cisco predicting that video will account for 80 percent of Internet traffic by 2019, brands shouldn’t have to think twice about incorporating live video streaming into content marketing strategies.
Developing streaming video content may seem overwhelming, especially due to its recent emergence in the social world and consequential lack of examples to follow. Don’t fret — your brand already has the know-how from other social media strategies.
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Users turn to Meerkat and Periscope to get a glimpse at a brand’s personality they don’t get on other platforms. Real-time moments give viewers a new look at a brand they like, while brands can receive instant feedback on what they present.
Think about what your brand wants to engage its audience for and why. Have a new product? Broadcast the announcement of its launch. Want to provide better customer service? Use live streaming for a how-to or tutorial. Does your brand value exclusivity? Give followers VIP access with a behind-the-scenes video.
In order to attract viewers, you have to announce what and when you’ll be streaming. Set up posts on other social media channels to drive interest to your brand’s stream, especially if you plan on using a live video streaming app regularly. Keep titles short and to the point so followers know what you’ll be covering.
If you use Meerkat, schedule the stream 24 hours in advance and embed the stream in your website. While Periscope doesn’t offer a pre-scheduling option, it does permit you to automatically share the stream on Twitter once it gets going.
Make a checklist for all that’s involved in recording video. Use a tripod to avoid the “shaky syndrome.” Double check your phone’s battery is charged to avoid a potential blackout mid-stream. Ensure Wi-Fi is available and working in the area you’ll be streaming.
Both Meerkat and Periscope record in portrait mode, so make sure you’ve got the right angle. Finally, remember that noise travels and plan your video’s setting appropriately. Don’t let your content be drowned out by loud background noises.
Narrate your video to draw interest and engagement. Acknowledge viewers by asking questions which they can respond to in real time. If your brand hosts a Q&A session, read the viewer’s name out loud along with their question. Followers love when they’re acknowledged publicly.
If using Meerkat, try out the Cameo option, which allows viewers to take over for a limited period of time.
While both apps are relatively new and new analytics tools continue to surface, brands can already get a basic idea of streaming success. Periscope includes analytics within the app, including the total number of viewers, duration of your video and number of hearts received.
Whichever tool your brand decides to use, focus on how engaged your viewers are while you stream. Live video streaming is an extremely personal experience, and if you don’t get it right the first time, you can always try again.
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