Photo credit: Amadeus.com
Live video streaming apps Periscope and Meerkat have become the latest shiny new objects for marketing and PR.
But how much are consumers interested in live streaming on Twitter? Almost 8 in 10 adults aren’t interested in either app, according to a survey by Horizon Media. However, perhaps not surprisingly, half of millennials, those ages 18 to 34, said they’re interested in one or both.
Over half (55%) of the 3,000 people surveyed urge marketers to either completely avoid the apps or merely listen without posting. A third believe it’s fine for brands to post sparingly, and only12% said they should post on a regular basis.
However, 21% of millennials said marketers should post regularly, comparted 10% of those 35 to 49 and 11% of those 50 to 64. Marketers should be encouraged by the fact that people who are more interested in using the apps are twice as likely to accept brand messages.
How They’ll Use the Apps
More than half (53%) said they would use streaming video to “share life events with friends and family,” compared to just 30% who will tell others “what’s on my mind,” and 17% who said they’ll use the platforms “to blog.”
“People can’t always tell us ahead of time how they will use a media new platform. Still, if it’s true, it has important implications for marketers,” said Kirk Olson, VP of Trendsights at Horizon Media. “Playing nicely with consumers will require ‘quiet voice’ content and messages that mirror this intimacy rather than louder, bolder marketing and selling.”
Of those interested in either technology, 45% would choose Periscope, the app owned by Twitter, and 20% would pick Meerkat. Most consumers like to be able to choose who can see their posts and to replay videos, abilities offered by Periscope but not Meerkat.
Marketers Consider Meerkat and Periscope
The “Hype or Ripe” survey by Greenlight shows that 19 percent of marketers plan to use the apps in campaigns this year. Many marketers are hesitant to jump into live video streaming video too quickly, fearing they’ll get burned if they back the wrong horse. But they viewed the apps more favorably than Apple Watch and other wearables, which most see as more hype than substance.
“As always, our advice is to invest in technologies that are proven to deliver ROI,” said Andreas Pourous, COO and founder of Greenlight.
What other marketers are doing is a major factor in adopting new technologies. Just over a third are influenced by what competitors are doing, and a third follow the examples of major brands. Just over half said they want to know that a technology will generate results before trying it.
“It’s easy to be dazzled by the industry buzz around shiny new playthings like the Apple Watch or Oculus Rift. However our research suggests that marketers are increasingly reluctant to drink the Kool-Aid,” Pourous said. “Hardened by past mistakes, we are seeing marketers take a wait-and-see approach to new technologies and platforms before making an investment.
Bottom Line: More marketers plan to use live streaming apps Meerkat or Periscope. However, most consumers believe brands should either stay away or post only occasionally. Experts recommend marketers use a “quiet voice” when attempting to promote corporate or brand messages. Determining if new technologies will help meet business goals or taking a wait-and-see approach are the safest strategies early on. Consumer education or entertainment may offer the best toe-in-the water approaches to live video streaming for marketing and PR.
William J. Comcowich founded and served as CEO of CyberAlert LLC, the predecessor of Glean.info. He is currently serving as Interim CEO and member of the Board of Directors. Glean.info provides customized media monitoring, media measurement and analytics solutions across all types of traditional and social media.
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