What Happened
Meerkat, the popular live-streaming app that broke out at this year’s SXSW, has been consciously diversifying its content offering, partnering up with cable channels like CMT and Discovery for exclusive behind-the-scene looks. Now, it is ready to venture into and encourage original content with a three-part cooking series starring well-known TV personality Al Roker, a noted early Meerkat adopter.
What Brands Should Do
Already, several brands in various industries, including entertainment, sports, and automobile, have been eagerly experimenting with live-streaming on Meerkat and Periscope to reach today’s mobile-first, instant gratification-seeking consumers. Earlier last month, Nestlé became the first brand to run a paid campaign on Periscope, hiring social influencers to promote its Drumstick ice cream cone in their live streams. As the platform continues to grow and add more brand-friendly features, brands of all types would be wise to start to develop livestreaming strategies and explore the nascent platform.
Source: The Verge
