Why the new live-streaming app might just be worth the risk for brands.
One of the biggest gambles a digital media professional can make is recommending a new social media platform. If it goes right, the client wins accolades for being a first mover. If it goes wrong, you’re the geek that cried “wolf” and wasted a lot of time and money.
This week, #SXSW will be abuzz about a new platform called Meerkat. Simply put, it’s a live-streaming video app that has direct integration with to Twitter. Meerkat-ers can schedule streams in advance or do one on the fly. Twitter users see Meerkat streams right in their feed if they follow the user’s Twitter accounts. Watching videos is fun and users can even tweet in-app to comment on streams.
We’ve seen other apps like this, such as Qik that never really took off. However, I’m actually kind of bullish on Meerket and here’s why:
1. It’s easy to get your head around.
Unlike Snapchat – which I still can’t figure out – the premise of Meerkat is simple. It’s interface is understandable and it conforms to video viewing and commenting behavior that users have become used to thanks to with popular platforms like YouTube and Webex.
2. It takes advantage of pre-existing platforms.
I can’t underscore the importance of Twitter in the Meerkat equation. Rather than asking you to sign up for a new platform, users log in with their Twitter name and password. This is critical because I believe that users are at or nearing a point of platform saturation. Allowing users to skip the account creation process is going to speed adoption in a big way.
3. It fulfills a business need.
Finally, Meerkat delivers on something I think that users can enjoy and that marketers could really use – the fusion of streaming video and chat. The potential for use across PR, event marketing, and even corporate communications is HUGE. Just think about live-streaming a press conference, a product reveal, or even a just an “ask me anything” session.
Though we’ll have to wait and see if Meerkat really debuts as big as I think it will, it made a big enough impression on me to start ideating on ways my clients can utilize the new platform. In the meantime, follow me at @jareddegnan for live streams.