Top 3 Ways Brands Can Utilize the Meerkat App

by Vincenzo Landino on Mar 13, 2015
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“It’s 9:00 on a Saturday, my regular thoughts shuffled in, there’s a new app right in front of me, blowing up on Twitter and LinkedIn.”

New apps are always coming up in the social media space, claiming to be the latest and greatest in photo or video. The latest app generating a great deal of buzz is Meerkat, a live video-streaming app with Twitter integration.

Top 3 Ways Brands Can Utilize Meerkat

My friend, @CarlosGil83, had been using the app all week, streaming live coverage of him discussing social media, branding and talking about his journey from unemployment to the interview and hiring process.

@CarlosGil83 talking about social media and branding with Meerkat

I wasn’t buying in, naturally, until I did…

And so it began, 9:00 on a Saturday, I would embark upon an epic 7-hour marathon of karaoke (yes, Billy Joel’s “Piano Man” was one of those songs) that was eventually served to over 315 people!

I was hooked, but, it got me thinking: how can brands take advantage of this?

1.  Free Real-Time Audience Engagement

What other platform offers you real time engagement with your audience? If you said Twitter, you would be correct, except for the fact that you don’t know, with 100% certainty, that that person has seen your tweet.

Top 3 Ways Brands Can Utilize Meerkat

It’s easy to get followers on Meerkat with Twitter integration.

 

With Meerkat, the game changes significantly.  How?

First, and extremely important,  you now own a coveted spot in your audiences’ notifications in iOS.  Email used to be the coveted method of capturing the attention of someone, and that has quickly been passed by the almighty phone notification.

Secondly, The Twitter integration makes it feel so native and natural. If someone retweets a stream and you get a glimpse on Twitter, you can jump right in via the link, even if you’re on a desktop. (Right now, you cannot engage through the desktop viewer)

Lastly, not only are you able to see who is in your feed, but, they can interact with you, chat room style, allowing a brand to listen to questions being asked, engage with comments being made and more!

Never before has a brand had the opportunity to know exactly who is watching, listening and engaging. Better yet, a brand has the opportunity to schedule a stream, which alerts all the followers instantly on Twitter. Side note: it seems that scheduled streams tend to have more viewers.

2.  Live Events

Event video is a powerful marketing tool (especially life and without script) because it’s inherently more trustworthy than a well-written promo. While no product is being “marketed”, event video content that highlights the best parts of a given evening can convey a depth of information about your brand.

Top 3 Ways Brands Can Utilize Meerkat

Brands like Mastercard are jumping on the Meerkat bandwagon.

 

Every industry has different events. The fashion industry will have major fashion weeks or shows in exotic cities. Tech will have major conferences showing off the latest and greatest.

For the time being, Meerkat is being used by, what seems to be, a well represented segment of techies. With SXSW happening next week, brands like Mastercard are seeing the value of live video at events.

3.  Product Launches/Reviews

This is where Meerkat can really shine. Imagine Apple live streaming the Apple Events direct to millions of people’s iPhones instantly with the push of a button!

Every industry has different events. The fashion industry will have major fashion weeks or shows in exotic cities. Tech will have major conferences showing off the latest and greatest.  For the time being, Meerkat is being used by, what seems to be, a well represented segment of techies. With SXSW happening next week, brands like Mastercard are seeing the value of live video at events.

Any brand can now have an Apple Event-like product release by utilizing the Twitter integration and live streaming of Meerkat.

It won’t stop at just live product launches, brands can demo their products with live product demo sessions to many more individuals than they would with in person events.  The fact is, when something is urgent and “one time only” people will come running.

BONUS Uses

  • Musicians can drop live “concerts” and utilize their large twitter followings to create a firestorm of engagement.
  • Up-coming artists and athletes have a way to crowd source fandom and build up a following.
  • Chefs/restaurants can utilize this to give live cooking classes to a larger base of people.

It’s clear that video is the way of the future. As the world shrinks through social media, humans will increasingly crave the face to face interaction.

Video is the natural progression.

Meerkat has a lot of staying power, and if used properly, can create engagement beyond that of any methods used in the past.

Post Author

I got more tweets than the bible's got Psalms | #SocialMedia Strategist | Community Ambassador, @WhyISocial | @SocialBeards | @Steelers fan | Wine maker...

  • http://about.me/jedrecord Jed Record

    Great article Vincenzo. Only you left out the Karaoke :) Seriously though I think you could do a fantastic article on personal branding with Meerkat and video in general.

  • http://guykawasaki.com/ Guy Kawasaki

    Meerkat is fantastic. My only concern for it’s widespread adoption is if people without lots of followers start a meercast, and no one shows up.

    I have 1.4 million Twitter followers, and the most I’ve seen on one of mine is 150 or so.

    Brands seemingly won’t have this problem unless they bought their followers. In that case, I hope they choke on their past vast cheating to game the numbers.

  • treb072410

    Thanks for sharing a great article Vicenzo..

  • Vincenzo M Landino

    Great point, Guy. What I find interesting is that I have regularly seen 100-200 in my streams and have seen over 500 on some… and I only have 2400 followers! What are your thoughts on the overall adoption of streaming video, regardless of tool?

  • Pilar Alvarez

    I got to read the article (Guy Kawaski) that you shared it appears meerkat is a new means to talk similar to tweeting. The communication industry has software upgrades to software as it appears to be the next generation of products. Amazing and cool stuff. Thanks for sharing.

  • http://guykawasaki.com/ Guy Kawasaki

    You’ve done meercasting with 2,400 followers and got 500 to attend? That’s awesome. Maybe mine are so short that it doesn’t have time to propagate. How long are yours?

  • Vincenzo M Landino

    @guykawasaki:disqus, I have had everything from 30 minute chats, to hour long “hanging out with pops” casts. I guess, I’m probably well known for my marathon 7 hour karaoke session though. Apparently it was pretty epic. I had 1st place on the leaderboard for a while until Gary Vee posted the meerkat with Jack Welch down at SXSW… and then Mashable joined. I’d say the percentages are pretty good though. I like to stay really engaged with my audience and talk to as many of them as I can. I think that helps a lot.

  • Kathleen DeCosmo

    Great Post! I especially like your “Bonus Uses” Tips!

  • http://www.isocialfanz.com Brian Fanzo

    Sad I missed ya @guykawasaki:disqus at #SXSW… i had some awesome success on Meerkat at the event and saw you were exploring new ways to use it… @vincenzomlandino:disqus is a good friend love this post and the dialogue here… cheer to you both!

  • MicheleC

    I agree. I am hopeful they will add a “topic” feature so that rather than look for people we can find those talking and streaming abut topics of interest.

    I too would like to see the cheaters choke on the numbers!

    Edit to say

    I like the smallish numbers though. I was in a meerkat with Pete Cashmore last night where there were only about 150 or so of us in there. And he hit all 4 of my comments / questions. It was like a conversation. Imagine as the mass numbers grow that intimacy is gone.. wonder how that will play out. More like talking at people than to them trying to engage above the noise. That may make the beauty of the interaction fade. Just a thought.

  • http://www.adeldemeyer.com Adel de Meyer

    Great article Vincenzo! I can finally use Meerkat now as it has just been released on Android :D I am looking forward to connecting with my followers on a more personal level.

  • http://www.adeldemeyer.com Adel de Meyer

    Great article Vincenzo! I can finally use Meerkat now as it has just been released on Android :D I am looking forward to connecting with my followers on a more personal level.