What the Rise of Mobile Streaming Apps Means for Real-Time Marketing: Leveraging Periscope, Snapchat and Facebook Live as a Brand
The battle over real-time marketing has been going on since the dawn of social media; brands look to engage and grow their audiences by curating content around current events and trending topics, and each social media platform works to entice them to their platform over the others. With the rise of Snapchat, Periscope and Facebook Live, how should brands capitalize on the real-time marketing trend?
The Evolution of Real-Time Marketing
In its infancy, brands began “marketing in real time” by using Myspace and Facebook as a hub to curate content about pre-existing events. But in 2006, real-time marketing took a swift turn with the launch of a little short-form media engagement outlet named Twitter. Facebook was no longer the go-to platform for such events, and Twitter took the reins by allowing brands to publish original content surrounding relevant conversations at a second’s notice. For a long time, Twitter was the supreme platform for real-time marketing engagement for brands, but as the consumers’ needs for real-time experiences expand, so do the expectations.
Over the last year, Twitter’s stock price has plummeted. Growth has remained stagnant in the 300 million user range, and Twitter has struggled to maintain its status as the ultimate real-time platform. This can be attributed to yet another wrinkle in how consumers NEED (not want) to digest media -- why read updates or settle for photos when you can engage in the real deal, in real time?
And thus, we evolved into Snapchat, Periscope and Facebook Live. Snapchat turned the idiom "A picture is worth a thousand words" into a social media platform, while Periscope and Facebook Live took it a step further by offering video content.
The Reality of Real-Time Marketing
With these unique opportunities to engage consumers with highly customizable and tailored content, there are still few brands that can say they’ve benefited from doing so. Why is that? It’s simple: Real-time marketing requires bold tastes. The brands that succeed are the brands willing to take the risk to do so. Brands are only now beginning to implement successful strategies on Twitter, let alone riskier platforms such as Snapchat or Periscope.
As consumers begin to demand these types of interactions, and as these interactions lead to sales, there will be a strong push for brands to get into the mobile live streaming mix.
Real-Time isn't Real Easy
Real-time marketing does cause brands reasons for concern. Traditionally, video broadcasts required detailed planning and a plethora of videographers and assistants; today, all it takes is a smartphone and you’re ready to shoot. However, this only causes more anxiety for brands.
Legality problems came into play in May 2015, when broadcast networks sued Twitter for attendees live-streaming the Mayweather-Pacquiao fight via Periscope. Lucky for us social media fans, Periscope came out with a K.O. after that excursion.
Periscope won by a knockout.
— Chris Sacca (@sacca) May 3, 2015
That was just the beginning of the ongoing debate between what brands can and cannot stream. However if you follow these five general principles, you shouldn’t ruffle any feathers:
- Don’t stream what you don’t own
- Music is an issue
- Think before you hashtag
- Respect privacy rights
- Get permission to use someone else’s voice or image
Mobile Streaming: It Doesn't Get More Real-Time Than This
Periscope and Facebook Live currently own the market when it comes to mobile streaming. Periscope initially partnered with Twitter, but as of January 2016, it has also partnered with the largest social media platform to date, Facebook. Now Periscope’s mobile streaming service is at the fingertips of over 1.6 billion people who get notifications whenever their following is using the platform.
In addition, Facebook users have the opportunity to view live video content inside their feed with Facebook Live. Users have access to live content, from people and brands they’ve chosen to follow, without any interruption to their viewing tastes. This reinforces the importance of video content on social platforms.
Now that mobile streaming offers an opportunity to be live and authentic, brands are beginning to take advantage in two main ways:
- Digital Extension of Traditional Broadcasts. Media companies such as Mashable and ESPN have begun broadcasting live updates of relevant stories, events or product launches. They live-stream discussions of current events and have team members answer viewers’ on-topic questions. Fans can ask questions and have them answered publicly by influencers on a national stage. Exciting for a fan, successful engagement for a brand!
- Sponsored Influencer Campaigns. Telecommunications equipment and network solutions provider, ZTE USA, streams celebrity partnerships during event promotions, while Nestle leverages influencers to focus attention on specific product awareness. This gives viewers an opportunity to engage with celebrities on a personal level, resulting in a much stronger brand identity and fan loyalty.
These marketing tactics are far from new, but the addition of mobile streaming options is shifting the real-time marketing landscape. Although these mobile streaming services currently lack deep analytics for brands and marketers, we expect to see more reporting features added soon as the platforms monetize and more brands begin to use them for marketing purposes.
As brands begin to opt-in to the idea of live streaming, the playing field will get more and more competitive, forcing brands to reach new heights to gain the attention of their audience. If you haven’t already, it’s time to get acquainted with your real-time marketing options. Mobile live streaming services such as Periscope and Facebook Live are here to stay and brands have been challenged with telling their story on the platforms.
How can mobile-streaming and real-time marketing work for your brand? Let Splash Media help.
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