This year two live streaming apps roared onto the market and into the PR/marketing consciousness. The buzz around Meerkat and Periscope brought renewed attention to live streaming, which has been around since 2007, when UStream, LiveStream and other live streaming start-ups hit the market.
The older platforms are still around, and they also have apps, which begs the question: Why all the brouhaha about the new apps? After all, many of the videos currently on these apps have the appearance of selfies on steroids, rather than anything particularly useful.
But any new communication tool is always of interest to PR professionals, who want to know how to use them to promote their client companies. So here’s our “first pass” look at these apps.
Social live-streaming. With the new apps, live streaming of events is much easier and more like social networking. You can announce your live stream to your Twitter followers, viewers can comment on your screen in real-time, and you can respond to the comments as they roll in. A new update for Meerkat even allows a viewer to post a brief cameo on your screen.
Periscope is a few months newer than Meerkat, and both are connected to Twitter (Periscope is Twitter-owned). Meerkat also allows users to connect with their Facebook profile. The apps do differ and they are constantly updating their features, so it’s best to just try them out to see which one you like best.
Multiple uses. With these apps, you can demonstrate products and how to use them, follow your clients to see what they are doing, and stream meetings and events or provide any number of “behind-the-scenes” videos. Of course, if you are hosting a conference or training session and want a more formal presentation, you may want to opt for having a video team do the broadcasting for a webcast to go out on one of the older platforms. But things are changing fast in the competitive field of live streaming. It’s worth giving all of these apps a try.
One caution. There may be legal issues to think about when live streaming on-the-fly. As with any image taken for the promotional purpose of a business or nonprofit, it is necessary to obtain a written release before using it. With live streaming, that may pose a problem.
Posted by Margot Dimond