Introduced last spring, social platforms Meerkat and Periscope allow users to broadcast and capture live video on your smartphone. Periscope, which was quickly acquired by Twitter, has gained support from various brands and celebrities alike whilst Meerkat, aggressively competing to become the dominant tool for video streaming, has partnered with GoPro to allow GoPro owners to stream directly onto the App. As both platforms become more and more popular, Brands have started flocking to them to create new engaging content for consumers. Here are a few examples of how brands are utilizing the two Apps:
New York Fashion Week
The past few weeks, several fashion brands have been using Periscope to reach new audiences and create engaging material. Brands such as BCBG, Tommy Hilfiger, and Ralph Lauren have been live broadcasting their runway shows, preshow events, as well as backstage content. These broadcasts gave more buyers access to runway shows from
across the globe, as well as, targeted younger consumers who are used to the social media ideas of all-access transparency with their favorite brands.
The company experimented with both Periscope and Meerkat to target consumers with engaging content. Red Bull used Meerkat to stream snowboarding from the Red Bull Double Pipe Finals and used Periscope during the Miami Music Week to stream events happening at the Red Bull Guest House for fans to get up close and personal with favorite The popular music streaming service used Periscope to broadcast acoustic sessions, live performances, and interviews with musicians and continues to experiment new ways to use the service.
Among one of the first celebrities to use Periscope, Perry promoted her concert tour and TV special by answering fan questions on Twitter and Periscope live with the hashtag #Perryscope.
The Tonight Show with Jimmy Fallon
Another one of the first adopters of Periscope was Jimmy Fallon who brought fans and viewers on a behind-the-scenes tour of his studio and the rehearsal for his opening monologue.
Benefits of Incorporating Video Streaming into Brand Identity
- Creates new ways to announce a product or a product demonstration
- Gives consumers a behind-the-scenes look events
- Creates an all access pass for consumers who are seeking transparency
- Constructs new and engaging content that can allow consumers the ability to interact with brands and influencers, and can sometimes influence the outcome of these videos
–Ashley Rheel, Team Julie Intern