How Meerkat and Periscope are bringing real-time video to the fore

Here’s what marketers should keep in mind when developing their plans for these new, hot apps.

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Digital technology is beckoning you to see the world through other people’s eyes, literally. With the recent introduction of Meerkat and Periscope, two apps that integrate with Twitter for real-time video streaming, someone can digest just about anything in the world as if he or she were there via a smartphone.

As with any other headline-grabbing social media software product launch, big-box brands, social media gurus and Internet fiends are rushing in droves to take advantage of this widely accessible next step in digital media. Its power is undeniable. Taking live, un-tampered video to a global platform like Twitter breaks down just about every barrier between a brand and its audience. No special pass, expensive subscription, or clunky, third-party, Web-based service needed.

As people continue to discover its power, what it demonstrates is a maturation of social media. The apps’ immense popularity and press coverage serves as a signal of opportunity and danger. Use it well, and you’re on the forefront of a digital media revolution. Use it carelessly, and risk becoming the laughing stock of your industry. Plus, you’ll likely lose your marketing department an opportunity and budget to continue testing digital tools.

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