The hype of Meerkat, a live-streaming video app introduced at SXSW this March, was huge. While almost every PR/marketing/tech pro and their mothers have jumped on the bandwagon to blog about Meerkat, there’s no need to worry if you haven’t been caught up to speed on what it does. Fast-forward three weeks after its introduction, and many tech bloggers are already claiming Meerkat is dead. Why? How could something so heavily promoted and funded by large organizations and celebrities fail so quickly? 
Just days following the announcement of Meerkat’s launch, Twitter released Periscope, its own live-streaming video app fully integrated to work within Twitter. We could give Meerkat credit for being first, but in reality, live-streaming video isn’t new. The real kudos should go to Twitter for integrating live video into an app where many people already get their news.
Right now, Periscope has been taking off with journalists and citizen journalists, with Carson Daly already endorsing it in the Today Show’s Orange Room. Breaking news, like a fire in the middle of a city or a major announcement from a mayor, thrives on this app. The Guardian shares an accurate summary of the types of users you’ll see on Periscope here.
So what does Periscope do?
Users of Periscope, or “broadcasters” can share video, audio and – if they choose – their location with viewers of their stream. Viewers can interact with the broadcaster in real-time with messages and be alerted of new video by either following the broadcaster inside the app or clicking on a link in a tweet. Think Vine, but a live, ongoing version fostering instant engagement.
But why should I use it?
Is Periscope another fad-based app seeking to outdo last week’s “next-big-thing”? Maybe. Can it benefit your business? Yes. Consider the possibilities of webinar-like meetings to engage prospects live (and on the go). Participants no longer need to be sitting at a desk to absorb your live content and provide feedback during the broadcast. In terms of events like tradeshows and conventions, this is your chance to share your own take on the events.
You can even do this in a less organized setting. While doing my own exploring on Periscope, I came across Mashable’s entertainment editor discussing everything that happened in movies and TV over the past week, very casually at his desk. Have a crew live on a job site? Share what’s going on live and discuss your business’ expertise. As we always try to emphasize, this kind of content sharing can lead to establishing your organization’s thought leadership. In a world where every business is on Facebook and Twitter, break through the clutter by proving to be innovative. Be proactive and choose to pioneer the latest social media trends before your competitors do. Not only do you position your business as knowledgeable with the content you’re sharing, but you’re also demonstrating an early-adopter attitude towards the best marketing trends. If it’s clear you’ve taken the time to research the best marketing tools, chances are your prospects will be more likely to believe you’ve done your research when it comes to trends in their industry.
The best part about it: using Periscope is much faster and easier than blogging. No need to worry about getting your thoughts down on paper, checking spelling or hiring a marketing professional to write for you. I’ve discussed how simple it is to video blog to establish thought leadership in a previous post.
We’re always happy to provide insight into the latest social media trends and to help further your digital presence to grow your business. If you’re interested in learning how to stand out above your competitors in a world where new trends pop up every day, join us for our webinar, “PR in a Social World—Breaking Through the Clutter.”
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Rachel Borowski is an account executive for WordWrite Communications. She can be reached at rachel.borowski@wordwritepr.com and found on Twitter @RachelBro_ski.
