Meerkat and Periscope

Video StreamingBest Practices for PR

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Since their launch in March, Meerkat and Periscope have each seen over 1.5 million live streams. That number is likely to grow.

Live streams are experiencing exponential growth

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But are they the latest shiny tools of the Internet or something more?

Meerkat and Periscope have put the spotlight on streaming video

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Use Meerkat and Periscope to:

• Give sneak peeks of new products or services• Demo new ways to use existing products or services• Highlight products or deals• Interview executives, influencers and others

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Use Meerkat and Periscope to:

• Share tips and how-tos• Produce live “ask me anything” segments• Publicize and socialize events• Go behind the scenes• Tell your story

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Periscope and Meerkat face competition. Could they be overtaken? Maybe. For now, they lead.

Eternal Supremacy?

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Other Competitors

Beme• Stream video by holding mobile device against chest• Sends short, unedited videos that vanish after one viewing

Stringwire• App designed to help break news and report events• Videos may end up on an NBC Universal news broadcast

Ustream• Ability to re-share videos captured through the app• In addition to live streaming, users can upload pre-recorded

videos

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Which tool should you use?

Meerkat:– Can be scheduled 24 hours

in advance– Are viewable only “in the

moment,” similar to Snapchat– Can be embedded on

websites for live viewing– Features Cameo, an option

where other users can take over the stream for a limited amount of time

– Stream video directly from certain GoPro devices

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Which tool should you use?

Periscope:– Are truly “in the moment;”

can’t be prescheduled– Can be viewed up to 24

hours after recording– Are automatically shared

to Twitter (opt-in feature)– Features analytics about

number of viewers, likes, etc.

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Choose the app that’s right for you

Deciding which streaming app to use requires a consideration of your brand and its goals and audience.

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“Live video takes you someplace

A picture may be worth a thousand words, but live video? It takes you someplace and shows you around.

– Periscope

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Know what you’re going to say

Successful Meerkats and Periscopes are planned out. Decide what you’re going to shoot and say before hitting the record button.

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Pre-promote the stream

Pre-promote the stream to drive initial interest and ongoing engagement. This works especially well with a regularly occurring broadcast.

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Have a hook

To draw attention, establish a strong hook at the very beginning. Reel viewers in with the title and opening seconds of the video.

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Keep titles short and to the point

Keep titles short, simple and to the point. • Straightforward: We’re live at Dreamforce 2015!• Exclusivity: Go backstage with us at the CMA Awards!• Educational: Join us at Elon Musk’s SXSW session!

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Narrate the stream

Engagement and interest depend on narration. It’s storytelling at its finest. Use your voice and its tone to keep viewers tuned in.

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Respond to comments

Real-time engagement means real-time responses. Prepare for streaming video as you would for a press conference. Be ready to go off script and to implement crisis communication tactics.

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Watch your time

Time is a precious resource, so make the most of it. According to Twitter’s Director of Content Partnerships Mike Park, most live streams range between 1 and 3 minutes.

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The audience is the content

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“The audience is no longer going to be consuming, the audience is going to be the content.

– Meerkat

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Use a tripod

Taking a perfect still is a feat. Keeping a phone still during a live stream is even more of one. Increase your chances for success by investing in a tripod. It’ll get rid of the “shaky syndrome.”

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Maintain (battery) power

Live streams are energy hogs. Make sure the phone’s battery is charged before starting a live stream. Also consider purchasing an external battery pack.

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Remember the Wi-Fi

Live streams require Wi-Fi. Make sure you have a solid connection prior to recording a video.

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Hold the smartphone vertically

Meerkat and Periscope record in portrait rather than landscape mode. Hold the smartphone vertically and focus on the top 1/3 of the screen. The second point is important with Meerkat because the comments cover the bottom portion of the screen.

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Watch out for background noise

Always think about where you’re recording a Meerkat or Periscope. Smartphone microphones pick up background noise easily and can drown out your narration.

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Live streams are windows

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“Live streams are windows into worlds that aren’t our own. You can film anything that’s happening around you and broadcast it.

– Econsultancy

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Remember the 3 Rs

You don’t have to start from scratch when it comes to live streams. Remember the 3 Rs: Reduce, Recycle and Reuse. Think through how existing content and strategies can be augmented with live video.

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Focus on the experience

Live streams are meant to go beyond traditional content and add an experiential layer. Give the audience a new way to get to know your brand. They’ll love it.

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Measure your work

Test tools and messages against the data. This data is found with Periscope’s internal analytics as well as Google Analytics and marketing automation software. Use it all to build stronger PR campaigns and bottom-line results.

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Ready to amp up your PR program? Give Periscope or Meerkat a try

and let us know the results.