Why Periscope And Meerkat Should Be Your Best Friends
Will live streaming apps like Meerkat and Periscope help brands create more intimate connections with their audience, or is this another buzzy app which doesn’t add any real brand value? asks Eric van Schaik, account executive at OMD.
Brands are out there constantly trying to get into our proverbial. Pushing the conversation to get their name embedded within our human jargon at an affectionate level – and it makes sense.
We as humans crave intimacy, a desire to be loved and deepen our relationships, and the need to feel connected (Thank you ‘The Sims 3’ for teaching me this). Just like any celebrity power couple, engagement is key and herein lies a massive opportunity for brands to build, extend and amplify their conversation in their path-to-purchase bid. Brands must start to think beyond awareness; leave that for mass media – for now, let’s get to know each other.
If brands can place themselves in our everyday conversations and furthermore within our minds, we start to recognise them on a human level and this oozes ‘value’ to the brand. It means that they are merely one physical touch away from real brand love. Each social media channel is looking for love and it is how they are talking to the consumer that dictates our response and relationship with them:
- Twitter talks at you. Concise in nature with information their topic of interest. Someone that fills those silent voids.
- Facebook engages you. Keen to talk. The one that always wants to catch-up and check in on you.
- Instagram is similar to your mate Facebook. They are however slightly more insightful and aware of who they are, wearing their hearts on their sleeve.
- Meerkat/Periscope are the adventurer. They are present. There when you need them and no matter where you are, have the power to teleport you instantly so you can be together.
Nothing screams intimate (read value) more than POV. As close as the term is to being NSFW, it’s exactly what we want – A journey down the rabbit hole. Social live-streaming can open up a vast array of opportunities, transporting us to another world. News now comes knocking on your door. Exclusive, unedited, real, raw content – here and now whether it be behind the scenes, from the sidelines, whatever you want.
Now we have a new way to see without the obstruction or perception of a brand yelling at us and creating that overbearing relationship. This ease of deliverance however brings the moral compass in to play. Whilst there are T&Cs (does anyone ever read these), how does this fit in with ownership rights for sports, music and artists – already we’ve seen the North Americans try and steal our thunder as the leading pirates of GoT: “Twitter threatens to suspend Periscope users live streaming GoT.”
Periscope and Meerkat are giving brands the opportunity to instantly teleport. The golden ticket however lies in their ability to engage influencers and in-turn enhance authenticity. If they can tap into existing relationships between influencer and consumer, little work is required to build trust – it’s already there. Is there an opportunity for UGC (user generated content) in this channel? I don’t think so, which is great because too often brands are keeping their hands clean and instead getting users to take on the brunt of the workload and tell their stories for them. Live streaming engaged by the right brand within the right context is a strong and efficient way to build trust – a key component in developing intimacy.
Ineffective use of these apps will determine whether we kick this to the corner with the other fads and buzz paraphernalia – think Friendster, Google Buzz and toe socks. For us to see the term ‘buzz’ dispelled, we need only those with a strong identity to engage with the apps, those that can build live feeds into an ongoing conversation, to act as cupid and have us all fall in to a deeper more meaningful love. Nobody thought that the Australian police had a place on social media and we collectively groaned as if friend requested by a parent. Instead they have managed to deliver vital information during crises, such as floods and cyclones, and managed to entertain us with their pop culture references – the most recent PSA by QPS addressed the dangers of speeding linked to rushing home for Game of Throne’s most recent episode release. The police have humanised their brand as somebody who cares about you whilst understanding that their serious tone needs to be broken by light hearted quips in order for them to cut through.
Meerkat and Periscope can add another level to the marketing mix and be integrated to campaigns with the objective of building brand love. The apps cannot stand alone. Instead they should hold the hand of their social channel buddies and take users on a journey, one which is not haphazardly placed at the end of the purchase funnel and has longevity in mind. If this doesn’t happen, we can all free up some more room on our phones.
I read something once that, with a little tweaking, explains Meerkat and Periscope’s place within the marketing mix.
“Never doubt that a small group of thoughtful, committed citizens brands can change the world. Indeed, it is the only thing that ever has.” – Margaret Mead (kind of): Cultural Anthropologist
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.